South Africans are showing a positive response to the recently released tourism advertisement featuring comedian Trevor Noah, despite initial criticism over the campaign’s reported cost. In September, the announcement that the South African performer and TV presenter would receive 33 million rand ($1.7 million; 1.04 billion FCFA) for fronting the campaign sparked public debate.
While some expressed concern about the substantial expense during challenging economic times, a minister clarified that the funds were not drawn from the public purse. Now that the one-minute, 45-second promotional film is in the public eye, opinions seem to be shifting.
Noah, renowned for hosting the satirical programme “The Daily Show” in the US, engages with potential visitors in the ad, addressing queries like “Is there snow at Christmas time?” with his trademark humour. “When it’s freezing in Connecticut, it’s fantastic in Cape Town,” quips Noah. The ad also features his experiences playing golf in South Africa and showcases the diverse wildlife the country has to offer.
Social media users have taken to platforms like Instagram and X to express their thoughts on the advertisement. One commenter on X, acknowledging Noah’s global presence, humorously remarked, “And just like that, Trevor Noah replaces Nelson Mandela as the global face of South Africa.” Another praised the ad’s tone, calling it “sharp, witty, and clean,” adding that it effectively conveys its message.
In the realm of Instagram, a user commented, “Noah’s unique blend of humor and insight makes me want to explore South Africa. It’s a clever way to showcase the country’s attractions.” Despite the overall positive reception, there are dissenting voices. One skeptic questioned the worth of the hefty price tag, stating, “I just can’t get my head around it being worth all that money. I don’t think people watch one ad and then book to visit a country.”
