APG Sideways
About our guest: Mani Hermanus Du Plessis
Mani, a self-described "strategy head" and "creative polymath" (basically a skilled jack-of-all-trades), thrives at the intersection of logic and magic. Finding joy in the place where strategy, design and storytelling collide and turn into unignorable ideas. Unlike typical ad folks, he's a BA Fine Arts graduate majoring in sound sculpture before making a shift to Adland. After nearly a decade in strategy at Ogilvy and Leo Burnett, he now leads thinking and strategic planning for key accounts across both john st. and T&Pm Canada. He is originally from South Africa and relocated via Dubai 9 years ago with his partner.
Previous Posts
Brilliant Weird Best
Planners are curious folks so we asked Mani to tell us the most brilliant, weirdest and best things he’s come across recently.
Brilliant: Norwegian Postal Service - The Reinfall
I gravitate towards "black sheep" brands, unfairly hemmed in by their category. They present the most exciting strategic challenges, though convincing your CCO of this can be tough at times. Mail delivery brands often seem creatively constrained.
Norway Post’s 2024 Christmas campaign is an example of breaking free. It subverted expectations by telling the story of Santa's favorite reindeer falling from grace. This witty approach highlighted postal reliability without relying on tired holiday clichés. A refreshing departure from what possibly was a standard brief like: "No matter what, you can depend on Norwegian Post".
Weird: ALDI - A turkey… and maybe a gravy boat
Oops, another festive spot. Aldi Australia’s 'Gravy Boat' spot is a bizarre masterpiece. It's ridiculous, nonsensical, and utterly WEIRD. I laughed out loud and couldn't look away. While I'm not sure how exactly this translates into a full campaign for ‘Go A Little Extra’, it's a refreshing departure from the typical holiday retail noise. Instead of focusing on discounts, they delivered pure entertainment. I‘d love to have been a fly in the wall when this one was born.
The recent quirky work for Turtles deserves a spot on my "best" list. Turtles, a brand that in my opinion felt lost among tissues in every-granny's-purse-ever until two years ago (trust me, it's my mother-in-law's go-to gift for her South African son-in-law), has regained relevance during the festive season.
From Mall speed traps, fast talking families to an hilarious turtleneck for holiday escapism, the brand feels fresh, and has a consistent narrative. Does not take itself too seriously (it’s candy afterall). I can’t wait to see whatever peaks out next.
Top Guilty Pleasures
Not all of our consumption habits can be academic. That's why we asked Mani to give us the sources to his creativity.
Pudding.cool - A digital publication creating visual essays with data.
There's something inherently beautiful when data is visualized insightfully. I believe everyone benefits when information is made accessible and understandable to all.
Years ago, I saw works by the artist Theaster Gates that visualized the problematic history of census data, highlighting the discrimination faced by people of colour in the US. A recent guilty pleasure is exploring Pudding.cool, a digital publication creating visual essays with data. Check out #194, which maps the maze anyone seeking an abortion faces in the US. Powerful stuff.
RuPaul Drag Race - Mother Tucking Everything.
As the owner of a small 1920s home in East York with exactly one closet and zero right angles, I’m always on the lookout for inventive (and flexible) ways to make the most of every square inch of space. I spend an inordinate amount of time watching small-space organization creators (love @tidydad) and any and all IKEA hacks.
If you need me, you can probably find me on Facebook Marketplace trying to sell all my stuff and perhaps buying some new storage containers.
This month on Slack
Been MIA on the APG's Slack Channel? No worries! Catch up on all the buzz with our latest and greatest links right here!
The New Spotify Wrapped AI Podcast
Contributor - Ishfar Munir
Spotify wrapped introducing a new AI podcast! We’ve all been diving into our Spotify Wrapped this December, but have you checked out the Spotify Wrapped AI Podcast? It’s a fun twist, turning your listening habits into a personalized podcast—an exciting new way to keep the Wrapped experience fresh!
Contributor - Trevon Daley
OpenAI is considering introducing ads to
ChatGPT, though CFO Sarah Friar emphasized
they would approach this thoughtfully, ensuring
ads are limited and non-intrusive. While there’s
no active plan yet, ads are a clear option as
development costs soar and subscription
revenue alone may not suffice. Public opinion
online remains divided on the idea.
AI making people fall in love?
Contributor - Paul Lawton
The Verge’s article on AI relationships sheds light on
the emotional complexities of human-AI interactions,
particularly after Replika’s infamous "lobotomy day." It
explores how millions formed deep bonds with AI
companions, only to experience heartbreak when their
AI’s behaviour was abruptly restricted or altered. From
AI therapists to virtual partners, the piece raises
thought-provoking questions about these digital
connections' ethical implications and emotional impact.