Pluck

n. spirited and determined courage

v. pull feathers from a bird to prepare it for cooking

Inspired by Nando’s unique use of marketing to speak truth to power, this is arguably

the only independent documentary ever made about one brand’s advertising. Their

campaigns have managed to convey a sense of South Africans’ indomitable spirit and

the uniqueness of their worldview, against the backdrop of an often very dark

horizon.

Nando’s has lived through interesting times. Born in South Africa in a particularly

hectic time in the 1986-87 State of Emergency, it became a toddler through the big

changes of the early 1990’s, a precocious kid into Mandela’s “rainbow years”, an

engaged teenager into the Naughties and an amiable cynic as the gravy train pulled

into town - all this without losing its cutting edge, its optimism and its 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 independent

commentators and the creatives that came up with and guided the ideas.

Apart from the campaigns that feature political or societal issues, Pluck also looks at

how Nando’s has not shied away from subjects that other brands avoid like the

plague - namely religion, sex and flirting with bad taste and political incorrectness.

And occasionally, pushing the limits as they do, they have got it wrong. Very!

Thank you to our Film Sponsor, Nando's.

Co-presenting Partner: Toronto Food Film Festival