Is it just me? I can’t watch, or listen to adverts without cringing. Because BigFriendly and I cancelled DSTV and we don’t have an aerial so we can’t see anything by SCAB or Etv, I mainly hear ads on the radio, or on the odd occasion that I watch live sport.

I cringe at the copy of ads. Who writes this utter garbage? Especially the below the line budget ones. Especially the ones ‘spoken’ by the company owner *coughHirschesappliances. There are the completely unbelievable scenarios of weird people demanding product to save the day *coughMantellisgoddamnedbiscuits and the equally hideous shlockfest of mum/dad and kid all innocent and then the car accident done in sound! for a funeral policy or some other insurance thing.

Then there are the fake French/American/kugel/coloured/Afrikaans accents that make me want to die, and characters that often have nothing to do with the product at all, like that weird Afrikaans intellectually challenged man who doesn’t know what a Vape is ffs.

But by far my worst ads are the ones that assume they understand the market, and sell ‘affordable’ retirement homes, in estates that can only be afforded by the top 0.02% of South Africans, and whose tone implies that this is everyone, and all people should be making sure they can do this. They make me so embarrassed. As do ‘affordable’ car ads for R700 000, or those overseas holidays we all deserve. And this on Cape Talk Radio or 702.

There are the black Africa voices that sell wild, untamed nature to rich white people, the camp Netlorist guy who embarrasses me every single time he promises that flowers or chocolates are stylish, and fashion forward and can fix anything. There are the celebrity ad voices, like Nik Rabinowitz selling insurance and making us all paranoid about our future, and there are those ‘half ads’ read by the talk show hosts than aren’t even complete sentences, written for reading. And you can hear John Maytham tearing his hair out every time he has to read about tiles, or affordable Jaguar cars, or sales at a hardware store.

I have lost my thick skin for ads. Lies. Sies.