Radio is the winner at 2016 Pendoring Awards
Pendoring celebrates creative excellence in all indigenous SA languages. Listen to some of the winners in the radio category.
The winners of this year’s Pendoring awards were announced at a glittering awards evening at Vodacom World in Midrand last Friday night.
At the same time, Pendoring’s 21st birthday was celebrated in style.
From a project that was created in 1995 to put the spotlight on the sharpest possible Afrikaans advertising, Pendoring has evolved over the past 21 years into a comprehensive, truly South African advertising festival where mother-tongue advertising takes centre stage.
Radio ads impress with insight into SA soul
The judges were so impressed with the quality of the entries in the radio category this year that both Umpetha winners come from this category.
But the judges were not only impressed by the indigenous language radio ads, they were also of the opinion that our indigenous languages “are flexing their muscles in general with their original touch and insight into the South African soul”, which the Umpetha winners clearly demonstrated.
The Umpetha award
The Umpetha is awarded for the best advertisement in an indigenous language other than Afrikaans.
This year the Umpetha gold award is shared between Ogilvy & Mather, Johannesburg, for its radio ad for KFC, Slyza Tsotsi 3; and The Odd Number, also for a radio ad Umsebenzi for BBC Brit. Both ads are in Zulu.
Take a listen to the winning ads
KFC, Slyza Tsotsi 3
BBC Brit, Umsebenzi
Take a listen to these silver winners in the radio category
FCB, Johannesburg for Netflorist in Afrikaans
FCB, Johannesburg for Netflorist in seSotho
FCB, Johannesburg for Lexus in Zulu
For the full list of winners, visit Pendoring Awards 2016.
