Opposite Worlds Find Common Ground in MTN Telecoms Film

M+C Saatchi Abel has announced the launch of MTN’s new campaign under its brand platform, Today We Make Moves. The campaign is rooted in telling authentic African stories, celebrating progress, inspiring connection, and bringing a fresh creative energy to the telecoms space.

“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 Today We Make Moves campaign launched on March 10, with the initial phase running to the end of April. A series called Cheeseboy, which has been well-received, is designed to create work that people ‘feel’ rather than just ‘watch’, bringing back the creativity that once made telco ads so memorable,” says Neo.

“Historically, the ads in the sector were creative, engaging and distinctive. And so, at the outset of this campaign we saw Today We Make Moves as an opportunity to tell authentic stories that reflect MTN’s African DNA, to return to distinctive storytelling that taps into the cultural moment. Cheeseboy, his friend James, and his family take us on a journey that lights up in the viewer the beauty of connections and possibility.

“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. “Ultimately, by returning telco advertising to the pulse of the zeitgeist, the goal is to enrich creativity and storytelling across the industry.”

Masego Motsogi, MD of the M+C Saatchi Abel Johannesburg campus, says, “The Today We Make Moves campaign has been rolled out across multiple channels, including internal communications, television, cinema, static and digital outdoor media, radio, social media and digital platforms, ensuring nationwide reach and visibility.

“This work launched just three months into the start of our contract with MTN, which started at the beginning of January. This remarkable achievement speaks both to the decisiveness of the client and our responsiveness as an agency. Today We Make Moves is a brand platform that aims to energise one and all to recognise the potential that exists within them and the opportunity to do so much more when connected through SA’s best network, MTN.”

Robyn Lewis, general manager - brand and marketing, at MTN, says, "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, created in close collaboration with M+C Saatchi Abel, 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."