Earlier this year, Woolworths teamed up with USÂ musician Pharell Williams in a campaign called â€œAre You With Us? #PharellWithWooliesâ€, which aimed to â€œcall together everyone around the world who believes that a better tomorrow is possible when we all do our partâ€. ButÂ BDS South Africa has a whole new take on the campaign – literally a whole, new take. FIRDAUS KHAN explains.
Early on Saturday morning, Boycott Divestment Sanctions South Africa (BDS-SA) â€“ which started its Boycott Woolies campaign in July last yearÂ to to protest that the store stocks Israeli products â€“ released a spoof of the video, with a new message supporting their cause dubbed over the video PharellÂ did for Woolworths.
In the video, BDS-SA replaced lyrics such as â€œharmonising humanityâ€ with â€œboycotting Woolworthsâ€ and â€œthose who are giving to make sure that every kid gets the best shot at educationâ€ with â€œthose who are aggrieved for every kid that gets shot by the Israeli occupationâ€.
It featuresÂ aÂ clearÂ disclaimer saying thatÂ â€œthis spoof video does not represent the views and/or opinions of Woolworths, or Pharrell Williams, and should not be attributed to themâ€ so it’s probably safe from claims of copyright infringement.
Watch the video:Â
The video, whichÂ has been described as “culture jamming“, went viral with the campaign attracting the attention of well-known South Africans.
â€” Ferial Haffajee (@ferialhaffajee) June 27, 2015
â€” Shaka Sisulu (@ShakaSisulu) June 27, 2015
And it’sÂ drawn its share of supporters and detractors online.
â€” TheOracle (@simonmodau) June 29, 2015
Boycott Woolworths? No thanks.
â€” Chay Skyla Cook â™¥ (@ChayCook) June 28, 2015
What do you make of BDS’s latest salvo in the #BoycottWoolies campaign? Tell us in the comments section.