Give Jan the red card
23 Mar 2009
Keo, in his weekly Business Day newspaper column, writes Vodacom’s Player 23 campaign is an insult to the cosmopolitan South African rugby supporter.
For 10 years South African rugby’s marketing team did everything to reflect that in a new South Africa there was a new South African rugby culture far removed from the brandy and coke potbellied types that stereotype the traditional white Afrikaans male’s bond with the game.
Zulu dancers were introduced as part of pre-match entertainment at Tests, playing quotas ensured black representation on the field and slowly blacks were enticed to experience an afternoon at the palace of what was once a white’s only affair.
There was an effort being made to change perception and to kill off stereotyping, but South African rugby could guarantee nothing outside of their control – and they don’t control who pays to go to a ground. They could not foresee Piet van Zyl, dressed in jeans and a Springbok jersey that couldn’t accommodate his barrel gut, casually wondering onto the field and assaulting Irish referee Dave McHugh when the Springboks played the All Blacks in Durban in 2002, and they could not be accountable for the actions of an unidentified individual who racially abuses another at a game.
All that South African rugby can control is that over which it has influence, and that is why the endorsement of Vodacom’s 2009 rugby campaign is baffling because all it has done is reinforce that the South African rugby fan is everything the organization has tried to convince us is no longer the case.
Vodacom, as the primary sponsor of rugby in South Africa, is celebrating the year of the fan. His name is Jan, he is player 23 in the team and he is a clone of the 1970s white Springbok rugby supporter – a walking caricature of what has always repulsed. Only they’ve given Jan a personality of being a jovial and hugely popular bloke, but perception is stronger than fact and the physical appearance of Jan and what he represents in the stands adds to the perception that rugby in South Africa is still a game supported only by grossly overweight brandy and coke potbellied types.
I have sympathy for the well-traveled and likeable modern Afrikaans-speaking South African who loves his language, loves his rugby and loves living in South Africa. This modern Afrikaner certainly doesn’t look or act like Jan and he must cringe every time he sees the advertisement.
In an evolving South African rugby audience market, Jan is in the minority at Stormers and Sharks matches, which says player 23 should be a celebration of something more than a pot-bellied Afrikaans speaking supporter. What of Gert, who is sophisticated, lean and intelligent? What of Sipho, who digs his rugby almost as much as he does soccer? What of Alice who never misses a game? What of Peter, who has always put the Springboks first on a Saturday afternoon?
Vodacom will defend their choice of Jan as good natured fun and SA Rugby will see nothing offensive in it, yet continue to wonder why the perception that their game caters only for conservative and racist whites.
The game in this country is more cosmopolitan in support than it has ever been and that is the pity of the advertisement because it reflects the past when there is so much of the current to be showcased when the British & Irish Lions visit in June.
This is not about being politically correct, but about accuracy in who supports the Springboks. There is more to South African rugby than Jan, but thanks to Jan it will take another 10 years to convince critics of South African rugby that there is life beyond the 23rd member of the team.
Things off the field have changed in our rugby and innovation would be celebrating this in the same way the Bulls and Sharks celebrated what hasn’t changed on the field, which is the ability of a good South African team to turn defence into the most lethal form of attack.
The Bulls and Sharks were brutal in defending their line against the Hurricanes and Force respectively, and the skill in maintaining defensive composure is equal to anything a team does when given the ball.
Rugby is a game played as much without the ball as with it, and at the weekend we saw two very good South African sides reinforce the stereotype that South African teams are more dangerous without the ball.
And, unlike Jan, that is a stereotype the cosmopolitan South African rugby fan should never find offensive.
1,374 Comments
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23 Mar 2009, 21:07 pm
#898 Desert Stormer: 9
23 Mar 2009, 21:07 pm
Most of Vodacoms adds have become progressively more stupid by the campaign, this one almost takes the cake as the ultimate in abysmal stupidity,
well if thats who the stupid idiotic average SA rugger bugger likes to associate himself with hardly says f’all for the combined intelligence of the entire happy idiotic bang shoot of them all.
I cringe at the thought of even considering that that is who represents SA rugby, Jan the f’ckwit idiot.
Good on you Vodacom for exposing SA rugby intelligence for exactly what it is. Idiocy.
23 Mar 2009, 21:08 pm
#891 carol: What were u doing in the field next to the pub?
23 Mar 2009, 21:09 pm
#894 grootblousmile: For two days they have been telling me just how “plain” you are!!
Little do they know what I know!!!
23 Mar 2009, 21:09 pm
#898 carol: LOL…you are kind…careful…flattery will get you into trouble Princess!!xxxxx
23 Mar 2009, 21:10 pm
#905 carol: What, about the Lions tattoo on his left arm. We know all about it. Proudest day of his life.
23 Mar 2009, 21:11 pm
#888 carol: you excited?
#897 Desert Stormer: don’t lie
23 Mar 2009, 21:12 pm
Jake knows he is absolutely f’all without bumchum Eddy so he goes and touts Eddy for the Job so he can come along and hitch his forlorn star to Eddy’s wagon once again, no good two bit useless coach that he is.
He knows on his own he’s a ship with no rudder, so he gets Eddy to do the hard yards and he comes and scoops up the accolades just like he did last time around.
23 Mar 2009, 21:12 pm
#906 Ed_the_PROUDLions: I’ve only got 2 tattoos…. Tat 1 and Tat 2
23 Mar 2009, 21:12 pm
Heyneke would be the way to go at the lions…
23 Mar 2009, 21:12 pm
Here is some rugby news; Danny Cipriani is looking doubtful for the Lions Tour…dodgy ankle.
So you won’t be able to take the p*** out of him!! I know he is a hate target!!
23 Mar 2009, 21:13 pm
#903 K9 the Lion: King of Beasts: Not actually in it, they looked over the wall at us!!
They are very curious and “pecky”!!
23 Mar 2009, 21:14 pm
#911 carol: He’s not good enough anyway.
23 Mar 2009, 21:15 pm
#905 grant10: Well if it is that easy…!!!
23 Mar 2009, 21:15 pm
#908 yliad: these guys looking to consultant as opposed to putting it on the line it appears…i would go with heyneke if i was in charge…he will attract a load of players as well…Bulls would be very wary!!
23 Mar 2009, 21:15 pm
#908 yliad: let’s not shatter their dreams now… maybe some other time
23 Mar 2009, 21:15 pm
#914 K9 the Lion: King of Beasts: Who????
23 Mar 2009, 21:16 pm
#911 carol: Pity…for the boks!! LOL
23 Mar 2009, 21:16 pm
#911 carol: CAROL! language
23 Mar 2009, 21:17 pm
More news….there are 150 players being considered for the Lions Tour….
Hec, there is alot of weeding out to be done there!!
23 Mar 2009, 21:17 pm
#912 carol: Ostridges are wonderful birds…
An Ostridge’s cornia (part of the eye) is the closest to a human cornia, so a lot of cornia transplants are done on humans, using ostridge cornia’s….
Brains are very small though, fits in a teaspoon, much like Skoppie’s !
23 Mar 2009, 21:18 pm
btw that mi way ad is annoying
23 Mar 2009, 21:18 pm
#911 carol: i drove past the hotel you staying at today on way to a meeting with Nedbank…brilliant spot…you will love it…in the heart of where it all happens!!
23 Mar 2009, 21:18 pm
#906 Ed_the_PROUDLions: Was he drunk?
23 Mar 2009, 21:18 pm
#915 grant10: And the Bulls gave him a kick in the teeth last week.
#917 Ed_the_PROUDLions: Danny Cipriani
23 Mar 2009, 21:19 pm
#909 grootblousmile: Show me!!
23 Mar 2009, 21:19 pm
#920 carol: just take the welsh and irish starting 15…
23 Mar 2009, 21:20 pm
#922 grootblousmile: Sis GBS, how must the Ostridges feel about a statement like that. Can’t compare their Brains to skoppies, because they have brains.
23 Mar 2009, 21:20 pm
#925 K9 the Lion: King of Beasts: it may backfire on them big time…watch this space!!
23 Mar 2009, 21:20 pm
#907 SpringbokSarah: Always exciting getting to know a new horse. He is a 16.1 chestnut gelding! If you are not horsey that is quite big!
23 Mar 2009, 21:22 pm
#926 carol: Tattoos are commin with a big “K” !!
A clear indiction of an upbringing on the wrong side of the tracks……. my opinion !
23 Mar 2009, 21:22 pm
#925 carol: Not at all.
23 Mar 2009, 21:22 pm
#930 carol: as long as he dont look like Jan…LOL
23 Mar 2009, 21:22 pm
#928 Ed_the_PROUDLions: he has a brain… a very big brain. Just because he doesn’t find an ad funny doesn’t mean he’s brainless
23 Mar 2009, 21:24 pm
#931 grootblousmile: had a girlfriend once…..LOL
23 Mar 2009, 21:24 pm
#930 carol: But he is retired?
23 Mar 2009, 21:24 pm
#908 yliad:
Is there anything or anyone that you actually dont have a problem with you narrow minded **** sucking dimwitted Pommie .
23 Mar 2009, 21:25 pm
#930 carol: Awesome?
Sorry I don’t know much about horses… my friends Les and Jes love them though
23 Mar 2009, 21:25 pm
where is CC tonight…i bet he dont like that Jan ad…LOL
23 Mar 2009, 21:25 pm
lmao, think Yliad’s reaction is even funnier than the advert.
23 Mar 2009, 21:25 pm
#915 grant10:
that piss easy lucky packet WC seriously got these two thinking they’re the bees knees when all and sundry that knows anything about real rugby coaching knows they not,
thing is on their own they are both abysmally stupid, almost as stupid as Jan the twat No.23, yet when they get all chummy together then for some ridiculous reason their combined stupidity turns into a little intelligence by some uncanny turn of events.
Agree Heineke would be a better bet for Lions, but possibly the Jake and Eddy show might just find itself a long lost hope of redemption seeing that 2007 WC is almost yesterday’s heroes already.
23 Mar 2009, 21:26 pm
You know the new SA rugby mag wasn’t very good… thought it was very fluffy
23 Mar 2009, 21:27 pm
#921 grootblousmile: How strange is that, they do have enormous eyes though! ***
23 Mar 2009, 21:28 pm
#923 grant10: So it looks ok, I will report back.
23 Mar 2009, 21:28 pm
#937 sharks30:
go fly your kite and should I politely tell you to go suck eggs f’cknut
23 Mar 2009, 21:30 pm
#941 yliad:
An W/C piss easy , for thou truly art an moron .
No better coaching squad than Jake and Eddie .
23 Mar 2009, 21:34 pm
#940 cab:
He’s n f.ckin Moron cant be South African , must be an slimeball from the UK or somewhere similar the prick .
Anything that is typically South African he has an problem with , better to make like rockoff and fokoff .
23 Mar 2009, 21:35 pm
#947 sharks30: Apparently he’s a Springs boytjie !!
Fark, shameful Springs !
23 Mar 2009, 21:35 pm
#948 sharks30:
nope he’s very much south african, a real patriot, and he wont be bullied off the ball. lets face it is probably is a bit dom, but if u or i enjoy it, fair enough.
23 Mar 2009, 21:37 pm
#945 yliad:
Lok at the Poll ******** appr 75% disagree with you and Keo .
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