Every now and then I am struck by total advertising failure. Cell C’s new campaign with Trevor Noah is one of them. I didn’t understand the first one in the series, when he was doing the Cell C shake up, following people into the toilet, talking kak about the new logo and basically being a weird, like, guy in a suit. Now he is asking the main Cell C guy weird questions and asking how he ‘likes his coffee’ nudge, nudge, wink, wink. WTF? What’s that got to do with anything? But the biggest mistake for me is that the series is in that negative, try and catch the guy out vein. There is nothing less successful in an ad campaign than misplaced negativity. It makes everyone feel shit. And I can’t see how that sells the product.