Accidental own-goal by key CSA sponsor

Something has been bothering me all summer but there are two important things to mention before I get it off my chest. The first is that I am a huge fan of author Malcolm Gladwell, especially his Podcast series ‘Revisionist History’ which has provided me with many hours of listening pleasure. I cannot recommend it highly enough.

The second is that Cricket South Africa, and all of us associated with the game, owe an enormous debt of gratitude to every sponsor, big and small, which has taken a long term view in recent years and stuck with the game in the belief that happier, less fractious and more successful times would come. It is back on track although it will neither be a quick nor a smooth process.

‘Revisionist History’ revisits moments in the world’s journey and takes a fresh look at events about which many assumptions have been made, or not enough is known. It is riveting. 

In the latest series Gladwell takes a ‘risk’ by tackling one of the wealthiest corporate giants of any era, Disney. For a while you can’t help thinking he might be winding up his listeners. He systematically picks apart the plotline of the much-loved animated film, ‘The Little Mermaid’ and reveals just how profoundly it perpetuates our biases on everything from race, to sexism and body-shape.

‘But,’ you keep thinking as you listen, ‘it’s just a film. It’s not even real. And everybody loves it. It’s a classic.’ Gladwell is aware of this and several times asks listeners, with a chuckle, to ‘bear with me.’ So you do, at least I did – although I imagine there were several thousand who didn’t. It wasn’t anything to do with Wokeness or Political Correctness. Just a dispassionate analysis of how we can be innocently guilty setting the worst sort of example to young children at their most impressionable.

So here it is. Well, not quite. One more disclaimer. KFC have done a tremendous job with their support of cricket at both domestic and international level, and not just in South Africa. I trust they have seen a return on their investment because they deserve one. 

Their focus on working with young kids is particularly impressive. For several years I was hired by the agency which activated the ‘Proteas vs KFC Kids’ mini-cricket series which travelled around the country – and not just the big cities - pitting local junior schools against a selection of men and women Proteas. It was brilliant. The looks of awe and wonder on the faces of 10-year-olds as their heroes arrived at their little school in Thaba Nchu. I was the ‘lead’ commentator and was joined by a series of ambitious youngsters in the specially designed KFC commentary caravan which saw many thousands of miles on SA’s highways.

This brilliant work has continued over the years and KFC, regarded as gate-crashers at a cocktail party when they entered the cricket market, are now mingling amongst the guests and greeted like family members by the hosts. 

So here it is. Finally. 

The television ad-campaign which ran during the SA vs India tour was cleverly conceived and continued the theme of involving kids. The idea of reversing the roles and having the kids coach the Proteas was clever, and funny. So far, so good. The kids issue simple instructions which the Proteas dutifully take on board. But…right at the end, one of the kid coaches tells Maharaj to repeat his instructions. And then yells: “I can’t HEAR you!” 

It is supposed to be harmless jest. But it was the bullying sergeant-major inflicting prescriptive tuition on his troops, because that’s the way it’s ‘always been done.’ And getting them to repeat his instructions. In an aggressive and demeaning manner. Like the troops are stupid and inferior – demanding that they shout their repetitions because they have learning difficulties.

Anybody who did military service will be familiar with the routine. Anybody who did boarding-school…in fact anybody who lived in (or endured) any old-school institution will be familiar with the scenario. Bully beats youngsters into submission. Gets them into line. Makes them conform. No doubt there are times when this approach is necessary. But Coaching 10-year-olds at cricket, or anything, isn’t one of them. 

South African cricket coaches are in greater demand internationally than any other. Mickey Arthur is the only man to have coached four of the major nations. Graham Ford has done three, including Ireland. Gary Kirsten has coached India and South Africa, and Adi Birrell, Shane Burger, Eric Simons…the list goes on. None of them are prescriptive authoritarians. They work ‘with’ their players. They don’t prescribe methods or solutions. And they certainly never, ever demand that their ‘instructions’ are repeated back to them. ‘I can’t HEAR you!’

Imagine if a young kid was interested in cricket and saw that advertisement. ‘Oh, so that’s what it’s like. No thanks.’ Perhaps it will make no difference whatsoever. Nobody will be happier than me if I’m hallucinating. The thing is, bullying and aggressive language, even from the mouths of kids, has lasting effects. Especially from the mouths of kids. 

There is no blame whatsoever to be attached to KFC. As Gladwell points out, many errors of judgement are entirely innocent. KFC are brilliant for cricket. And by the way, for those unfamiliar with the product, they also provide numerous healthy eating options for those worried about the ‘F’ in their title. They just got this advertisement wrong, in my opinion.