In a move that is sure to energize political debates as much as its caffeine-fueled beverages do its customers, South African beverage company Switch has waded boldly into the heated waters of the 2024 election cycle with an advertisement that parodies Donald Trump in a playful yet pointed manner. The 60-second spot, which launched online this week, takes some lighthearted jabs at the blustering statements and nationalist rhetoric that have become Trump’s campaign trademarks. It also celebrates leadership focused on empowering one’s own people rather than interfering abroad. Through caricatured scenes and tongue-in-cheek dialogue, the commercial mocks Trump’s ego while championing grassroots efforts to quench thirsts both literal and figurative.
The ad begins with Trump delivering a campaign speech to a crowd, boasting about how much he loves golfing in South Africa. He suddenly pauses to “make a quick call” to his friends in South Africa.
The scene abruptly cuts to South Africa, where a new president is being inaugurated and making his pledge to serve the people. The president vows to quench South Africa’s thirst. True to his word, the new president immediately hits the streets distributing cans of Switch energy drink to grateful citizens.
Just then, the president’s phone starts ringing – it’s Donald Trump on the other end. “You’re not returning my calls!” Trump shouts in his signature brash style. “I’m a little busy here Donald, how’s the ear going?” the South African president quips in response. Trump then invites him to become the “Thirst Minister” in his new American administration. “So what do you say, are you coming to help Make America Great Again?” Trump asks.
The South African president pauses to think, glancing at the enthusiastic crowds now happily guzzling Switch. “Nope,” he replies. “I’m making South Africa great again!” With that, he tosses his phone casually over his shoulder and gets back to work energizing his people.
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