The ad — titled One team. 60 million voices — not only showcases MTN's unwavering commitment to the Springboks but also sends a resounding message of inclusivity, highlighting the power of bringing all South Africans together as one formidable force.

At the core of the campaign is the potential for the Springboks to become the first country ever to win four world championship titles and to retain the trophy for two consecutive tournaments. With a nation of 60 million supporters rallying behind them, MTN's ad captures the very soul of South Africa, exemplifying the strength that comes from unity.

The campaign is premised on MTN's creative platform of progress which the Springboks epitomise through their collective:
  • discipline
  • grit
  • determination, and
  • focus.

Equally, South Africans are known for their sense of determination, ambition and passion to drive progress, so MTN sought to tap into this energy to help power the Springboks.

Nomsa Chabeli, MTN's general manager of brand and communications, says her team looked to South Africa's youth for inspiration.

"Our young people sing, chant and rally behind their school teams every weekend at rugby matches, athletics meetings and netballs games. These rallying calls have evolved to embrace South Africa's cultural norms and diversity, which includes GWIJO, a practice of collective singing and response," Chabeli says.

MTN has harnessed the power of GWIJO in this new ad to embrace the spirit of the country and inspire the nation to unite behind the Springboks and its chosen 'Mtakamama', which is loved by South African schools, as the GWIJO anthem.

"In our new TV ad, we tap into the passion of GWIJO and allow the power of 'Mtakamama' to be the golden thread that rallies the nation. The song connects all South Africans to the Springboks and declares that our 60 million voices, in all 12 official languages, are behind the Boks as they ready themselves to defend the ultimate prize in France," adds Chabeli.

"Visually, the ad is an emotional masterpiece, featuring a diverse cross-section of South Africans from all walks of life, chanting the full song of 'Mtakamama' says Carl Willoughby, chief creative officer at TBWA \ Hunt Lascaris.

Surpassing the boundaries of traditional campaigns to shine a light on the often-underrepresented and overlooked deaf community, MTN collaborated with St Vincent School for the Deaf — a prominent institution known for its dedication to providing quality education to hearing-impaired or hard-of-hearing students — to lead the captivating 'Silent Choir' who perform 'Mtakamama' in South African sign language, now South Africa's 12th official language.

"Through this ad, we also wanted to showcase the passion and support of the hard-of-hearing community for the Springboks, a powerful reminder that every South African voice matters. While the inclusion is in part a celebration of South African sign language having been officially recognised, it also highlights the importance of accessibility in communication, the need to bridge gaps and foster understanding among all citizens," adds Willoughby.

Charles Molapisi, MTN SA's CEO, says, "Our GWIJO campaign is not just another ad; it's a testament to the unifying power of sport. MTN stands as a pillar of support for the Springboks and for the players who carry our nation's pride on their shoulders. The time is now for all South Africans to come together as an unstoppable force of unity."

"As a nation we need to celebrate not only our passion for rugby but also the beauty of inclusivity, ensuring that every South African, no matter who they are, where they come from and regardless of age or ability, feels seen, heard and part of this historic campaign, and able to add their voices to the 60 million that will be backing the Boks in the world's biggest rugby tournament come September," adds Molapisi.

Molapisi adds, "We consider it a privilege to have been a partner to the Springboks over the past six years. We responded to their call when few others would and they have rewarded us and the nation with almost unimaginable success and joy."

"The Boks have dedicated countless hours to reach this point, and it is time for us to reciprocate their unwavering dedication by coming together to do what it takes to get them over the line," concludes Molapisi. 



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