The ad features a motorist and a traffic policeman having a conversation about their different understandings of the concept of 'braai day'. It’s the third in a series of ads themed ‘When others don’t make sense, we do’.

King Price’s GM for marketing, Natalie Bisset, says the company has taken a deliberate decision to create edgy ads that use humour to point out that, in today’s world, a lot of things just don’t make sense.

"It just doesn’t make sense to pay more every month to insure something that’s worth less every month. In just six years, we’ve saved South Africans over R100-million in decreasing premiums, and that makes sense in any accent," says Bisset.

"On Heritage Day, we should be celebrating the things that bring us together as a nation. One of those things is our ability, as South Africans, to laugh at ourselves, and our collective sense of humour. Our ad is unashamedly edgy – but being boring never got people talking to each other," she adds.

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