In South Africa, animals don’t just live in our backyards and in the wild. They live in our language, idioms and how we tell stories.

For instance, a soccer player with poor skills is often called “a cow.” And in Zulu, a child who startles easily is described with the phrase “ukukhiswa inyoni”. This means they have a bird inside them, because fear flutters in their body like a frightened bird.

These metaphors are widely understood and often said with a laugh. But when you stop to think about them, they don’t actually make sense.

Knorrox saw this as an opportunity to flip the script, and challenge these phrases through a bold, culturally rooted radio campaign that uses the power of storytelling.

Each ad unpacks a well-known animal metaphor line by line, with the kind of performance that feels lifted from a street corner or a family WhatsApp group. It leans into humour, questioning the logic and exposing the absurdity of these sayings. Like the unprovoked uncle who’s brave enough to call everyone out.

Then, with one delicious twist, we change the meaning entirely because anyone who came up with these comparisons has clearly never tasted the rich, meaty taste of Knorrox.