Many people were curious about US business mogul Rick Ross’s recent visit to South Africa, with speculation about his purpose there growing after he was spotted in the country.
The mystery was solved on Monday when Pick n Pay released an advertisement featuring the hip hop mogul alongside South African comedian Schalk Bezuidenhout.
The commercial promotes the store’s loyalty program, Smart Shopper, and features DJ Khaled’s hit song, “All I Do Is Win.”
In the ad, Rick Ross highlights how customers can win big by using their Smart Shopper card. Vincent Viviers, Co-Head of Omnichannel at Pick n Pay, explained the reasoning behind choosing Ross, stating, “From his chart-topping hits to his larger-than-life empire, Ross knows hustling smart means getting the best value.
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And that’s exactly what Smart Shopper Price Palooza is about – a chance to win, win, win with crazy deals, double Smart Shopper points, and life-enhancing cash prizes.”
While the brand believed Rick Ross was an ideal fit for the campaign, the decision did not sit well with some South Africans, who took to social media to express their confusion and frustration. They questioned why the US rapper was chosen for an ad promoting a local program.
Some users joked about Ross not even having a Smart Shopper card, while others questioned why Pick n Pay didn’t opt for a local celebrity.