South Africa’s no.1 chewing gum, Stimorol has launched a bold new TV commercial for the next generation. The “Your Flavour. Your Flow.” brand proposition was inspired by South African Gen Z’s fluidity as well as the flexible nature of gum. It invites them to chew to their own rhythm.

Stimorol Equity Manager Kgomotso Seabe says “Stimorol’s exciting new brand proposition aims to truly connect with the new generation. By acknowledging and celebrating their natural ability to move through the world as themselves. With no pretence and with no explanation needed”

Stimorol’s new TV commercial explores this narrative individuality through the advert’s star, Nkuley Masemola. Nkuley takes viewers through a journey as they showcase what it means to be young in contemporary South Africa. The advert follows Nkuley as they embrace their uniqueness, likened to the varying flavours of Stimorol gum.

Nkuley says “Being a part of the Stimorol TV commercial experience felt surreal. I felt like I was on ‘The Truman Show’, but it was quite affirming to play a main character based on myself. Doing it for a brand as big as Stimorol, portraying an openly queer individual on primetime TV. I’m a shapeshifter and this TV commercial was the perfect concept to showcase that”.

Behind the story

The Stimorol team already had the perfect director in mind. Allison Swank, whose work felt fresh, bold and experimental – a trusted pair of hands for Stimorol’s vision. Allison had recently completed an award-winning short documentary on South African 3D artist Scumboy and was immediately drawn to Stimorol’s project.

Allison says “It was clear that the agency and client have an authentic understanding of Gen Z and are ready to pave the way for this type of forward-thinking representation. This TV commercial is special because it takes an authentic look at Gen Z lifestyles and the fluidity with which Gen Zers move. It’s also important because hate crimes against LGBQTIA+ people in South Africa are on the rise again and this TV commercial features a gender non-binary person. It’s an important statement of acceptance and welcomed representation.”

Stimorol believes that this generation is a brave generation and with this advert, they are saying “we see your bravery and celebrate it”.

Stimorol TVC

Stimorol’s TV commercial is currently being broadcast on SABC, DSTV, ETV and Viacom.

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