Whichever way you look at it, the Africa Caf’s print ads are destined to get into people’s nose hairs.Art director Ivan Johnson and copywriter Kyle Cockerane had designs on the “politically incorrect and cheeky” with their series of ads.
The ad which has raised the most hackles is one which reads: “We still serve white people.” And no, it doesn’t affirm the caf’s sympathy for folk of a fairer hue in the face of the Employment Equity Bill, but aims to turn a cliche on its head. “It’s about Africa and cannibalism,” they say.
The double meaning raised a few complaints, but most patrons have seen the joke.
Other ads in the series include those which read: “See South Africa’s amazing wildlife. Then eat them.” and “Our menu? Basically anything that can’t run faster than our chef.”
The caf’s budget is small, but their chutzpah is big and, like Nando’s, they give their ad agency carte blanche. This seems to have paid off: in a generally quiet season, Africa Caf reports good crowds.