A documentary using a chronology of the best of Nando’s edgy marketing campaigns to tell a whimsical, alternative socio-political history of South Africa.

Pluck

  1. spirited and determined courage
  2. pull feathers from a bird to prepare it for cooking

Nando’s has lived through interesting times. Born in a particularly hectic time in SA history a few months post the 1986-87 State of Emergency, it became a toddler through the big changes of the early 1990’s, a precocious kid into the rainbow years, an engaged teenager into the naughties and an amiable cynic as the gravy train pulled into town – all this without loosing its optimism and wicked sense of humour. Archive footage, stills or cartoons contemporary to each campaign key the viewer into the vibe of the times, with the story being told by the relevant Nando’s personnel, independent experts and the industry creatives that came up with and guided the ideas.

Apart from the campaigns that feature political, cultural, or topical issues, Pluck also looks at how Nando’s has not shied away from some subjects that other brands would normally avoid like the plague – namely religion, sex and flirting with bad taste for effect. And occasionally they have got it wrong. Very!

This is arguably the only independent documentary ever made about one brand’s advertising. There’s a good reason for that – through humour and often at the expense of political correctness, these campaigns have managed to convey a sense of South Africans’ indomitable spirit and the uniqueness of their worldview.

 

Review

Pluck: a film not just about the chicken (W/P)
A film by Lloyd Ross & Joëlle Chesselet | 2017 | South Africa | 73 min

“Gender? Politics? Race? Xenophobia? Religion? To Nando’s – it’s all free range. Filmmakers Ross and Chesselet take a deep dive into South Africa’s history through the brutally honest lens of Mzanzi’s favourite chicken establishment. The film takes a look at the inception of their notoriously memorable and witty advertisements and pulls back the curtain on the biggest laughs, shocks and controversies that made Nando’s one of South Africa’s most recognizable global brands.

Pluck explores the brand’s use of humour in order to engage with customers – by highlighting the unique and satirical approach to their marketing the film is able to explore what makes Nando’s so successful and how it continues to extend its appeal far beyond our borders, proving that humour, the capacity for laughter, is common to us all.”

SCREENINGS

Encounters International Film Festival 2018

Cape Town
Labia Theatre -Friday 1st June 18:30
Labia Theatre -Friday 8th June 18:15
Isivivana (Khayelitsha) – Sunday 10th June 16:00

Johannesburg
The Bioscope – Saturday 2nd June 18:00

Theatrical Run
The Bioscope from 15th June 2018
The Labia from 15th June 2018

A feature-length documentary film about the late, and undeniably great South African composer, songwriter and voice of his generation.

Cape Town
Labia Theatre – Friday 1st June 20:00
V&A Waterfront – Monday 4th June 20:00
V&A Waterfront – Sunday 10th June 20:00

Johannesburg
Rosebank – Saturday 2nd June 19:45

#Encounters2018 #thefunsnotover #jamesphillips

Bookings: https://www.encounters.co.za/booking-info/