Zwelethu Radebe directs MTN’s latest campaign: A South African story of connection and belonging

Egg Films  |  11 april 2025

Zwelethu Radebe brings a classic touch of storytelling and cinematic craft to MTN’s latest commercial. Collaborating with M&C Saatchi Abel, he directs ‘Cheeseboy’ against the breathtaking backdrop of KwaZulu-Natal’s rural landscapes, capturing a truly South African saying. It’s captivating, it’s funny, it’s visually striking, it’s Zweli.

This is the first piece of work that launches MTN’s new brand platform ‘#TodayWeMakeMoves’. It’s a coming-of-age story that follows a boy and his school friend visiting his cousins over the holidays. But being back home isn’t as seamless as he remembers as his cousins tease him, calling him a ‘cheeseboy’ for how much big city living has influenced him. Through challenging and humorous moments, the spot captures the universal experience of reconnecting with one’s roots and finding common ground.

“Creating MTN ‘Cheeseboy’ was a challenging yet rewarding journey. From casting to selecting locations, and enduring the torrential rains of Kwa-Zulu Natal along with some unwelcome wildlife, every moment was memorable. Developing a brand ad centred around storytelling was a dream realised, made even better by the support of a collaborative team,” says Director Zwelethu Radebe.

Check out Zwelethu’s showreel or contact kerry@eggfilms.tv / colin@eggfilms.tv at Egg Films for more info.