“A key tenet of the South African zeitgeist in the years following the country’s transition into a constitutional democracy was a telecommunications industry that produced highly creative, engaging and distinctive advertising campaigns. In a sector that some would argue has become somewhat generic as time has passed, Africa’s largest mobile network operator MTN seeks to elevate advertising in the industry once more by producing authentic, African, moving advertising with its ‘Today We Make Moves’ brand platform,” says Neo Mashigo, Chief Creative Officer at The Up&Up Group.

The Up&Up Group’s integrated agency M&C Saatchi Abel is the marketing services partner across all MTN’s operating companies, while other specialist agencies in the group work with MTN in their areas of expertise.

“The campaign acknowledges that progress isn’t just about technology, it’s about the drive one puts into their ambitions every day, powered by the possibilities MTN enables,” says Neo. “With ‘Cheeseboy’, we wanted to tell a story that people feel, something rooted in the cultural moment, something human.”

The spot marks MTN’s first major campaign under the new platform and showcases a commitment to distinctive local storytelling, amplified by cinematic craft and stunning visuals. As Robyn Lewis, General Manager: Brand and Marketing at MTN, explains: “At MTN, our journey is all about progress – empowering people to live a modern, connected digital life. Our platforms and digital tools help turn ambition into achievement, bringing communities closer to their goals, passions, and potential. ‘Today We Make Moves’ reflects that mission beautifully. It’s this bold, creative, and distinctive storytelling that drew us to partner with M&C Saatchi Abel and the wider agency group.”

Masego Motsogi, MD of M&C Saatchi Abel Johannesburg, adds, “This work launched just three months into the start of our contract with MTN. This remarkable achievement speaks both to the decisiveness of the client and our responsiveness as an agency.”

The full campaign rolled out across TV, cinema, outdoor, radio, digital, and internal platforms and has already struck a chord with audiences for its honesty, humour, and craft.

CREDITS:

BRAND: MTN
General Manager: Brand & Marketing Robyn Lewis
Senior Manager for Brand, Events and Sponsorships: Bongani Ntshingila
Head: GTM & Integrated Campaign Management: Kholo Magagane
Manager – Brand Architecture and Governance: Banele Sibunzi
Senior Manager – GTM/ Regional Marketing: Keitumetse Langa

AGENCY: M&C SAATCHI ABEL
Chief Creative Officer: Neo Mashigo
Executive Creative Director: Jake Bester
Executive Creative Director: Marcus Moshapalo
Managing Partner: Mathabo Diale
Creative Director: Bella Evans
Creative Director: Lubabalo Mtati
Business Director: Palesa Kogela
Head of Production: Tsholofelo Müller
Integrated Producer: Thuto Ntshabele

PRODUCTION: EGG FILMS
Director: Zwelethu Radebe
Executive Producer: Colin Howard
Producer: Kerry Hosford / Devi Lazanus
Production Managers: Liezl Joubert / Seshin Govender
Production Coordinator: Nkululeko Goba

DOP: Jared Paisley
Assistant Director: Travis Nel
Key Grip: Thomas Wahl / PJ Styl
Gaffer: Dallas Ncala
Sound Technician: Nokululeko Duma / David Seapose
Art Director: Keenan McAdam
Wardrobe Stylist: Samantha Constable
Unit Manager: Mandla Madi / Benjamin Khayisa

Location Scout: Neville Botha
Casting Directors: G-Stop (Lisa van Olphen) / Pumza Ralo

Editor: William Kalmer
Post Producer: Leanne Schalekamp
Grade: Terry Simpson
VFX: Blake Prinsloo
Online: Michael Naidoo
Music composition & sound design: TigerFight