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21 May 2021

Educating Sifiso.

by Andrew MacGregor

Cadbury: “Mrs Mabena” - 60s

A South African boy meets his match in this 60" Cadbury film that underlines the importance of literacy. All Sifiso wants to do is watch television or play with his fidget toy; babysitter-cum-English tutor Mrs Mabena has other ideas. The phrase "pick your battles" springs to mind here - it'll be worth it in the long term, lad.

Keen to ride the feel-good train as far as it will go, the brand also show how people like Mrs Mabena care more about community spirit than money - though a sneaky bar of chocolate from her grateful pupil is a welcome bonus. Simple and well-played, it's a worthy addition to the brand's 'There's a Glass and a Half in Everyone' campaign.

Creative Agency: VCCP Ⓟ Ⓦ
ECD: Chris Birch / Jonny Parker
Creative: Myles Vincent / James Rafter
Agency Producer: Nosisa Majuqwana
Film Production: The Progress Film Company Ⓟ Ⓦ
Director: Zee Ntuli Ⓟ Ⓦ
Producer: Saskia Finlayson Gupffert
Executive Producer: Lorraine Smit

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