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We’re seeing more and more brands coyly attack one another on social media. A good example was Netflix’s swipe at Multichoice’s DStv, and Huawei’s recent dig at Samsung after the Korean firm’s Note 9 was unveiled.
This week however it was two South African companies who stepped into the ring: Cell C and Rain.
The former dragged its new data-only rival through the mud on Monday with an advertisement posted to YouTube.
Rain has come under pressure from users for “teething problems” and spotty coverage across South Africa’s major cities. It seems that Cell C was keen to highlight these issues.
We’re blown away by the overwhelming response received since launching rain. Unfortunately we’ve run into a few teething problems which have affected our delivery. We’ll have it all running smoothly ASAP to ensure that everyone receives their rain order. Delivery on us for delays
— rain South Africa (@RainCoZa) June 11, 2018
“With our incredible LTE-A data deals, you’ll be able to skip the rain all together! All of these can be used any time, all day or night, every day of the week,” Cell C writes in the video description.
Clearly, the company thought a weather report was the best way to do this. Because, Rain. Get it?
For YouTube users, the clip has been more of a gust of hot wind than a thunderstorm.
Althought it has received some 15 000 views since its debut, the clip currently has more dislikes than likes, with many calling the video “cringy af” with one simply remarking: “tf is this?”
Make up your own mind by watching the clip below.
Rain hasn’t yet responded to the advertisement.
Feature image: screenshot, Cell C via YouTube