The DA flag ad — what was the opposition thinking? The party answers our burning questions

When I first saw this news item I assumed the DA had actually burned a flag to get their message over. They hadn't, and this is a storm in a teacup.

As much as i am not happy with the DA's inability, over a very long period, to craft a message that best resonates with majority of South Africans, I certainly don't see anything wrong with this ad. The ad somply illustrates what they are trying to put out to the voter. I think we are being too sensitive over nothing really

Wow, so many kneejerk comments on this thread! I wonder if any of those trashing the DA even bothered to view the ad! Getting your manties in a knot over a digital image of a burning piece of paper with the flag superimposed on it and you all get so worked up! Heaven forbid they burn an ACTUAL flag. No wonder SA is doomed

Careful Ferial, your bias is showing. Everyone is entitled to their political opinion, however stupid some may be, but then own it when you attack a party you dislike. I hold no candle for Steenhuizen, and am sad that Zille's arrogance is more evident than her intelligence - which is brilliant, but there is no doubt that (in my mind) that the DA is the only hope for our country's recovery. Viva our flag, viva and pray the DA can save it. Ferial, you undermine your calling and your writing, which is a pity

"If you do not like the message, kill the messenger" - I feel the reactions to this ad have that connotation....

Although I agree with the sentiment espoused in the AD, burning the flag was not on - a better option in my opinion would have been to use a map of the country burning!!!

As for the brains behind that DA ad - the über advisor to the powers that be .. clearly the pope's nose of a featherless peacock.. shrill to boot. How he learnt to be a dullard in so many ways is beyond me, but now he shoots his own party in the foot ??‍♂️???‍♂️

Is this really our most troubling issue? Its symbolic and the message is clear, to get offended by this is like complaining that someone used the word 'shit" while sewerage is flowing thru your house and town.

My understanding from political and social science research is that citizens respond more to positive than negative messages - that's why Obama was so successful in his first campaign. It was about what we can do. The DA's campaign is so negative - maybe they need to change to more positive messaging. 15 of the top 20 municipalities in the country are run by the DA etc etc

The state of South Africa and how the ruling party has brought us to this lamentable state of affairs is probably the reason for this "Shock Tactic" advert - It is hardly surprising that those individuals bent on destroying the DA election efforts will gleefully leap on this advert. The fact is that an ANC/EFF/MK coalition would spell complete disaster for South Africa and a return to a pre-democratic rule of autocracy. Be afraid, be very afraid. I had occasion to listen to a caller phone Stephen Grootes on Thursday last week, in which he kept referring to "White boys." He clearly had a sizeable chip on his shoulder. No reaction from listeners to call him out on this. If I had phoned in and started using the words "Black boys" I would have immediately been cited for being a white racist. Strangely contradictory country we live in!

DM/author if you really honestly feel that this is such a big thing, then fine. BUT if you dont, and it's just for click bait or stirring the pot (or perhaps worse motives). Then if/when SA eventually becomes a failed state, you need to look in the mirror and acknowledge the part you played.

Why didn't they burn the ANC,EFF and MK flags instead of destroying our unique flag that's Unite us?

Perfectly reasonable and very clever ad. I was not triggered nor did I look for a safe space in which to recover. I’m just amazed that Rebecca Davis did not get in first to slag off the DA. Feriel, another ANC apologist beat her to it.

I think it is a brilliant advert, because that's what will exactly happen to this country if the ANC, EFF and MK join, hopefully the voting public realise this.

Patently, given the adversarial response, many commentators are not versant with the intricacies of "allegory"!

You might be looking for snakes and don't need to. This ad would not convince a voter to change their vote. You are well aware there are 2 kinds of good adverts and if voters are talking that is good. Voters believe and vote for liars and your article is far to technical for those who need a better government

Everyone seems very sentimental about the South African flag…but here’s a question for you: when last did you see the South African flag flying at an ANC rally? I’ve seen ANC, Cuban and Palestinian flags, but never a South African flag.

When you are trying to win votes, this is not clever. Why offend good folk who may vote for you ? I hope Rise Mzansi and Build One SA join the Multiparty Charter to help the DA get over the line. DA arrogance has finally sent me in another direction.

If the purpose of the advertisement was to encourage someone sitting on the fence to vote DA, they will dismally fail. Undecided voters may find this ad offensive. So in other words, they are probably alienating undecided voters. It is very frustrating because the DA has proved that it can govern more effectively, but they shoot themselves in the foot with this kind of campaigning. (And with not having a more representative leadership.)

The arrogance of Zille's party is astounding, and it seems her influence is pervasive. "... the South African commentary class ... " Why, sir, do you believe you are better than the "chattering" (which is the correct terminology in this idiom) class? It is the "chattering class" that votes, and it is perhaps that you are unable to get beyond your small percentage achieved to date, the "chattering class" that keeps you in your place, which is the cause of your frustration. It appears to be a clear agenda of the DA not to engage on X, right down to my local councillor. The DA prefers whatsapp groups they control, and immediately block any dissention. Very autocratic, and leaves the "chattering class" to ponder why you are unable to debate with us common garden variety voters. Your arrogance shall not stop us from our given right to opinion. And many of us opine in very strong terms that this flag burning ad is your typical ham fisted approach with no ability to read the room. And for those who defend the woeful DA, understand it is not a zero sum game. Because some folk despise the DA does not equate to blind loyalty to the ANC and their ilk. The DA are terrified, and rightly so. They have failed us as an opposition party through their arrogance. There is more choice for opposition now. And I salute the Daily Maverick for bringing to our attention, in an even handed manner, the manifestos of other parties.

Funny enough that the DA see this hilarious ad as a strategic content yet its demeaning the status of one of the Supreme symbols equaling the coat of arms and National key properties. Fire is aligned with the devil and he'll, this surely is a deliberate referral to black led parties as devils. Those of us who will always align the actions of DA with the apartheid past, surely this brings back the memories when we were called little devils by white supremacist police and Soldiers that were deployed full-time in our townships to suppress mass action and protests. The DA have the audacity to bring these memories back while riding on the backs of many black people that are blindly following these flimsy explanations, sugar coating thrash and DA's veiled racist tendencies

Quite an 'in your face' ad. I love our flag and am proud of it but it saddens me to know that it dies not represent unity, as we all hoped for. Why do the new parties like ActionSA, BOSA and others like them not form a coalition now with the DA and go into the elections as a united front right from the start?

It's compelling, after quite a robust conversation with my partner this weekend, the story of Americanah by Chimamanda Ngozi Adichie. The danger of a single story. We have become so polarized as a society that national unity can never be agreed upon, even when we have to agree that the country is on the verge of collapse, even then we must argue about how one is getting this point across. Yes it is a thought-provoking advert, how else will such symbolism get entrenched in your mind unless you see it? The EFF equally suggested the same narrative, however they were showing exactly how the flag is burning, and yet seeing this expression in another eye is now problematic? What are we mad at here? The fact that the DA is burning the flag? which is revived in the same video? Before watching the video the stage was set, I was hell-bent on this being the nail in the DA's election coffin, and after watching it I'm thinking what? is this even a worthy conversation? Freedom of expression? If we are indeed within a democracy then why is this act not protected? Ironically, if the video included someone assassinating the president, or the symbolism of a buffalo being attacked would have been taken with less hostility. My closing submission, if it were a springbok, protea or blue crane being burnt instead would it still carry the same weight?

The symbolism of the advert will be way over the average South Africans understanding. The DA must stick to extremely simple to understand ads. Even the author of this article seems to have missed the point.

interesting how some will go ballistic over a flag yet were numb on necklacings!

A simple, sensible ad talking about the million odd jobs lost under CR, the demise of the railways & Eskom and what that means to the ordinary South African... the depreciated Rand and how that affects the ordinary workers ( cost of taxi fares, chicken, etc). There's so much to work with iro talking to ordinary citizens, surely the DA could do better from a canvassing perspective

Another foot in mouth moment for the DA. They really don't understand two things: optics, and how easy it is to manipulate outrage on the flimsiest of pretexts. I can see what they made the ad, and I can see the upside of it being restored after being burned by the Doomsday coalition, but I can also see how easy it is for anti-DA people and parties to stir outrage at it. Let's face it, the DA has engaged in drip-torture stupidity for a while now, whether saying colonialism wasn't all bad, or referring to small parties as popcorn parties, or the constant defections of credible black leaders to other parties, and quite a few more stupid public pronouncements, the DA simply ignores what they represent to many South Africans (true or not): white privilege and entrenching economic apartheid. Their communications team is so out of touch with reality that it should be fired en masse.

I thought the ad was quite effective. I didn't see it as the desecration of our flag, but rather the depiction of a country going up in flames. I guess it depends on one's own interpretation and in this instance, I see the flag as symbolising our country?

This is such manufactured drama. You owe us a little more than this.

If this ad upsets you,GOOD! It's time you woke up and saw the damage the ANC has done to this country. If things were going well, this ad would not be needed.

No matter all the huffing and puffing I think this was an ill considered ad, I myself only saw the part with the actual flag burning and this is what I think a majority of our electorate will see too. AI is with us and I think for the DA to not have considered that is not only short sighted but just plain stupid. In my opinion any publicity is "good" publicity is rubbish. If this backfires on the WC where we have intelligent people in charge, then the DA is finished. The people that matter are not reading this, no matter Ferial's biased views - they will have no effect on the vast majority of voters.

Well things are certainly hotting up (no pun intended) - I throw this in the melting pot of discussion - "Is it not time that Government was driven from the bottom (community) upwards as opposed to the current Top Down methodology?" - I offer that the solutions to community issues lie within the community itself and not in the hands of politicians - "for the community and by the community" - depoliticise the concept of Government and communitise it - Consider the example of Orania (look past culture and race) - Orania works primarily because they operate as a community with shared goals for their future - now forsee a country made up of many such like communities (common thinking devoid of race, etc) forming a united purpose and you may have something that is workable - Politics is the problem, not the solution - And if you think SA is unique, yes we are, but cast your vision further abroad and you will see many similar situations manifesting around the world - But the most important message for May 29 is - "You have a duty to vote for the future, it is not a right, it is a duty" - God Bless All.

Well things are certainly hotting up (no pun intended) - I throw this in the melting pot of discussion - "Is it not time that Government was driven from the bottom (community) upwards as opposed to the current Top Down methodology?" - I offer that the solutions to community issues lie within the community itself and not in the hands of politicians - "for the community and by the community" - depoliticise the concept of Government and communitise it - Consider the example of Orania (look past culture and race) - Orania works primarily because they operate as a community with shared goals for their future - now forsee a country made up of many such like communities (common thinking devoid of race, etc) forming a united purpose and you may have something that is workable - Politics is the problem, not the solution - And if you think SA is unique, yes we are, but cast your vision further abroad and you will see many similar situations manifesting around the world - But the most important message for May 29 is - "You have a duty to vote for the future, it is not a right, it is a duty" - God Bless All.

The not so creative geniuses at the DA PR office thought, let’s be provocative. Clearly our self righteousness and aloofness hasn’t worked. Never mind it’s too late in the game to anger the undecideds. No time to spin, backtrack, get forgiven. The tone mimicked precisely by the staunch supporters. Again being right is not enough when wanting to win hearts & minds. You can’t insult the flag of YOUR country and its people into submission. Though I get the feeling that the DA has no intention of winning hearts, minds, & votes it seems. Its like one of those people who believe themselves to be the wisest and so think learning social skills is beneath them. And no it’s not just the bots on X, actual SA citizens for whom this flag symbolises freedom, pain and suffering are angered. But then again, the SA doesn’t seem very good at reading the rooms outside wealthy Western Cape. Except maybe Pappas and a few others. No wonder after all these years they’re having to resort to such theatrics. Get your message across, don’t anger would be voters, especially so late in the game. Sounds simple enough for the less genius like me. It’s like their poster post July 21 all over again! SA undecideds have other choices like Rise. May prove a massive regrettable own goal, but reality may take a while to sink in. Reflection must first give way to denial and patronising self righteousness!

Really? This is what you choose to focus on three weeks before the most important election in the history of our country (1994 was a foregone conclusion, therefore this s#!t show we've got coming is more important)? One expects more from a seasoned journalist and commentator. Why don't you write about the independants or the parties not driven by old hat career politicians instead of rehashing the same tired old ANC/DA/EFF/MK rethoric over and over and over again?

I don't get the blowback. The DA is not burning the flag. They say that the ANC is doing that (figuratively), we should be mad at THEM for doing it. The DA wants to "repair" the flag, not burn it. Shouldn't that be clear? As for being divisive, this is politics, and it's election time. Every political party is going to criticize the others.

I too was shocked at the burning of the flag. Having read Ashor Sarupen's reply, I've reassessed. Spot on; unlikely that ANC will win 50% outright; so the only way they can rule is to collude with one or both parties that have outright stated they will destroy the constitution; which equals burning the flag. I'm not much pro DA these days, but this could be the masterpiece. It could also leave us in ruins. We live in interesting times.

After watching the ad. I am still trying to figure out who is the target audience for the ad. If it is targeted to the DA faithful and those DA members on the fence to stay loyal and turn out to vote , then the Ad serves it purpose . If it was targeted to undecided voters ( Which at the moment are the ones who will decide the outcome of the elections) then it fails.

Great ad. This isn’t the time to be hyper sensitive over whether the burning of the flag should have been included. Our country is burning and has been ever since the clown show ANC came into power. So if anything the DA are just stating the obvious. Of course one would anticipate some heavy leaning social Marxists to have a frothy over it, and shout from their self proclaimed virtuous mountain top. Let’s not kid ourselves - the other parties are a dogs breakfast of liquorice allsorts. The DA is the only party which gives SA half a chance at getting out of the this mess. Any educated fool knows this, and any that say otherwise are just fools pretending to be educated.

Weird how a party that punts its wins in WC can shoot itself in the foot so often and score so many own goals by being completely tone-deaf. Oh well, can't say you weren't warned! Now let the voters speak!

It is old, but it is a useful reminder at a time like this - "Democracy does not work without a good opposition party." I was not pleased to see our flag used in this way. As you say, it is one symbol that binds us all. But we do need an opposition party with a proven track record for governing as opposed to the likes of destructive, self-serving parties like EFF and MK.

Mr Steenhuisen was great as the Chief Whip in Parliament but as the leader of SA - never. I for one will be voting for someone else nationally.

The message has been taken out of context of course, the DA miscalculated the reaction and fallout. The only question to ask is, what is worse: Burning the flag as an advertising stunt to get the point across? OR Actually burning the country down by maladministration and corruption?

What a lot of bickering bullshit. It’s late in the day and throwing around racial comments is pathetic and uncalled for. Guys just look at the facts on the table, a national government that has virtually destroyed our Beloved Country as opposed to a party who has proven it can govern. Yes, they are not perfect, but at least they offer a future, based upon achievements in the Western Cape. I have said this before, and I’ll say it again, this country will not survive another 5 years under the current ANC rule. May we not have to look back with regret.

Ferrial Haffajee and Rebecca Davis are ANC apologists and they no longer hide it. I heard that even the forever indecisive squirrel also jumped on the bandwagon and called the ad 'treasonous'. But hiding undeclared foreign currency under matrasses and couches isn't something to worry about. The DA is be hated for being good in governance and is being cheered on for the destruction of SA through BEE, AA etc.

I remember the UDF and others anti apartheid activists burning the "National" flag at WITS university during the apartheid era. That was because the corrupt , racists apartheid government was ruining the country and leading the country to collapse and had brought misery to millions. Now the DA is "symbolically" burning a flag because the corrupt , racists ANC /EFF /MK coalition (YES - these parties are also racist as shown by affirmative action / quota systems , cadre deployment etc, which are all based on race), is ruining the country and will lead it to collapse bringing misery to millions. The first flag burners was all lauded for their flag burning at the time , the latter flag burners are now condemned by the same group. Hypocrisy if ever I've seen it .

I've seen the ad - it's clear what the DA is trying to say but I'm flabbergasted they okayed it. This is politics. Politicians are opportunistic and cynical. The reaction should have been foreseen.

South Africa has been burning as long as that flag has been flying. I'd rather spend my time worrying more about saving our country and be less bothered with a piece of cloth. The message is clear in the ad.

I was FIRED up, BURNING with desire, to put my X next to the Matric Boy - I could not for the 29th anymore. Then came out this advert...BURNING OF THE FLAG.. my passion and desire has just....BURNED DOWN...... Hey ANC - I'm coming home..

Just a pity the low-lifer's that bought South Africa to the state it's , along with all the greedy politicians waiting for their freebies didn't have the same passion for the flag! this advert has elicited. If the symbol represents so much why then did they trash it so successfully - not caring one iota for the country or the people it represents. Those very same people, lobbying to run what's left or to finish of "unfinished business"