Cell C hi-jacks Mmusi Maimane campaign in radio ad

A Cell C ad using DA leader Mmusi Maimane’s recent #AskMmusi Twitter campaign has won best radio ad for June, in AdClip‘s Creative Circle awards.

Maimane launched the campaign in May following his election as the head of the Democratic Alliance, seeking to bring the DA leader and citizens together, with Maimane answering all questions posted to Twitter with the #AskMmusi hashtag.

The intent was to give social media users a chance to test Maimane on policy and vision for the tech-savvy party, on an open platform.

Watch: Mmusi Maimane roasted by BBC journalist

While some Twitter users took the opportunity to pose serious questions, many saw it as an opportunity to have some fun, and the whole campaign soon degenerated into parody and general silliness.

Tweet mocking Maimane for his penchant for 'changing accents' depending on which audience he addresses.
Tweet mocking Maimane for his penchant for ‘changing accents’ depending on which audience he addresses.

As soon as the campaign started trending, Maimane stopped responding, effectively killing the session.

Cell C took the opportunity to poke fun at the whole saga through a radio advert.

You can listen to the radio ad in the clip below – it plays between 00:00 and 1:45.

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Cell C hi-jacks Mmusi Maimane campaign in radio ad