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VOLKSWAGEN PARTNERS WITH MAJOR MANISA MFEKA AND KITTY PHETLA TO LAUNCH SHORT FILMS TO TELL THEIR STORIES OF DEFIANCE
|Date: 23 Oct 2020
||Author Type: Press Release
|Author: Volkswagen South Africa
|Source: Volkswagen South Africa
– Major Mandisa Mfeka
made history when she became the first black female combat pilot in
Her story inspired many women not only in
but around the world where gender equality is still a struggle. Kitty
Phetla transcended cultural barriers in becoming the first black ballerina to
dance “The Dying Swan” in Russia, at a time when ballet was conservative, and
transformed the industry.
To usher in the all-new Volkswagen vehicle offering, the T-Roc, Volkswagen has recognised these important
milestones and has partnered with Major Mfeka and Kitty Phetla to launch short
films to tell their stories of defiance, and in doing so going against all
odds. Volkswagen will officially launch Major Mfeka and Kitty Phetla’s online films showcasing their
stories as part of the new VW T-Roc #TheDrivetoDefy campaign.
Like many industries, the film and communications
industry was hard hit by the COVID-19 pandemic. The pandemic presented new challenges for the production team. In line with #TheDrivetoDefy concept, the
films were briefed and produced during the lockdown in Johannesburg, Alexandra,
Pretoria and Middleburg Airfield with the core team attending and directing shoots
Volkswagen’s T-Roc #TheDrivetoDefy
campaign, which launches today
(22 October 2020), tells the story of a girl curious about planes and her
defiant journey to becoming South Africa’s first black female fighter pilot. People can visit the campaign’s online platform hereto watch Major Mfeka’s
Major Mandisa Mfeka, who also made
history by being the first woman to form part of the Hawks formation display
during President Cyril Ramaphosa’s inauguration in 2019, is happy to come on
board and partner with the country's leading passenger car maker to tell her
“We used to claim that – ‘The Sky’s the
limit’, but by being in the sky we are already defining what the limit is and
limiting how far we can go. I live by the quote that ‘The sky is the baseline’.
This film resonates with me so much because I got to witness how I chose to
ignore the naysayers and chose to go after my goals. Every person that was part
of making these films has defied someone and anyone that has ever said no to
them,” says Major Mandisa Mfeka.
“The film is inspired
by the many heroes and heroines who didn’t have a roadmap cleared out for them.
The people who were told to ‘know their place’ and yet continue to defy and
smash glass ceilings and challenge stereotypes against tremendous odds,” says
Meredith Kelly, Head of Marketing at Volkswagen South Africa.
“The new T-Roc is not what people expect
from Volkswagen, which is why it made sense to partner with heroines
like Major Mandisa Mfeka and Kitty Phetla because their stories are all about
achieving the unexpected. The films delve deep into their journeys, covering their
defining moments. Becoming the first black female combat fighter pilot
was not easy. Becoming the first black ballerina to dance “The Dying” Swan in a
time when ballet was conservative was unheard of,” added Kelly.
“In my personal experience, life
has always been self-explanatory. You are your own in this competitive,
challenging world. It is how you make sense of it all and connect the puzzle.
You have to constantly be in competition with yourself, you have to be a step
ahead of yourself to visualise your goals, take them in, accelerate, execute,
and own it. ‘Who do you think you are’, you ask... the master of my craft is
who I am,” says Kitty Phetla.
- To launch the all-new Volkswagen T-Roc, Volkswagen South Africa has partnered with South Africa’s first black female combat pilot, Major Mandisa Mfeka and the first black ballerina to dance “The Dying Swan” in Russia, Kitty Phetla.
- Volkswagen South Africa launches a campaign about defying expectations and dismantling stereotypes.
The films are launched in partnership
with brand and communications agency, Ogilvy Cape Town and produced and
directed by Fausto Becatti of Bioscope Films. True to its core meaning
#TheDrivetoDefy, four additional films are
included which were shot in partnership with four protagonists who, like Mandisa and Kitty, embody #TheDrivetoDefy attitude. The additional films were directed by Kyla Philander. The platform will house these
stories of defiant individuals who were once told to know their place but chose
to stand out and disrupt norms and industries.
Rasta disrupted the status quo by not
having a conventional career path. He worked
as a security guard and has defied the odds to become an Assistant Director of Cinematography.
Her film brings to life her continual
struggle with depression and how, every day, she tries to put words to
something so hard to understand. It depicts her battle against depression, anxiety
and imposter syndrome in becoming a revered Film Director.
Challenges stereotypes through
photography by giving new perspectives on women like herself and her community.
Having left Zimbabwe
to find his place in the world and make a name for himself, Kuda now pushes the
limits as a Stunt and Precision Driver.
Viewers will be
able to view all #TheDrivetoDefy films on the platform by visiting – The Drive to Defy.
films are a source of motivation. We believe it will drive people to
discover new possibilities,” concludes Kelly. With inspiration such as these,
Volkswagen hopes to encourage people to defy their odds.