WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
The new Renault Duster is purpose-built for going off the grid. With 4-wheel drive and serious off-road capability, it’s designed to help you escape, not just the city, but the Teams calls, urgent briefs, and “just checking in” messages too. To launch it on Radio, we used the sound that perfectly captures switching off: the voicemail tone. Because nothing says out of office quite like “the number you have dialled is not available right now.”

We worked with Erika Wessels, Hlengiwe Madlala, and Sylvaine Strike, of Cell-C voice fame, to create a series of spots that struck sounded just like classic pre-recorded voice messages. Each spot followed a specific character and their motivations to get out an leave it all behind. They’re reference packed, cheeky, retail radio pieces that always resolve in a clear message to get your hands on the new Renault Duster.

We highlighted real South African spots like Nieu Bethesda, Riviersonderend, Magaliesburg, Dullstroom and Tietiesbaai where a Duster belongs and a cellphone doesn’t.

In a fun nod to the world of voicemails, we get a sense of our characters as they recorded their name. Of course, these never go quite according to plan, but that’s all part of the fun.

CREDITS
Client/Brand: Renault
CMO or Marketing Director: Nosipho Manitshana
Marketing Manager: Lee-Anne Stanton

Agency: Dalmatian Advertising
Regional Agency Group: The Up & Up Group
Managing Director: Jason Harrison
Chief Creative Officer: Neo Mashigo
Creative Director: Tom Kratz, Lazarus Mathebula
Executive Creative Director: Jake Bester
Art Director: Andrew Pullen
Account Management: Marissa Bell, Inga Ncetani
Producer: Lebo Mothibi
Radio Director: Lazarus Mathebula, Hannes Burger, Tom Kratz
Writer: Bianka Wessels, Lucy Bryant

Recording Studio: (Not an IDIDTHAT member)
Sound Designer: Hannes Burger

Performance: Erika Wessels

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.