Vaseline’s Heritage Day Campaign Shows the Power of Diversity in Advertising

Vaseline won Heritage Day this year with a campaign that captured our culture beautifully. A static visual, minimal copy, and a wave of nostalgia that hit thousands of South Africans with a gut-punch of emotion.

Like so many others who flooded social media with comments, when I saw it, I was instantly transported back to my own childhood. Growing up in a black household in South Africa, Vaseline was a ritual. If you weren’t shining, you were “dry,” and no child was allowed to look that way! My mom would cream my skin, making sure I left the house glowing. And, boy, did that melanin glow! It’s a ritual I’ve carried on with my own children still to this day.

Reflecting on the campaign, Nhlanhla Ngcobo, the Executive Creative Director on this campaign, said it so well: “People resonate with something that feels like their own lived experience. When you tap into memories like that, work becomes relatable and shareable. What’s been beautiful to see is all the anecdotes people have been sharing in the comments. They show how deeply connected Vaseline is to our culture. And the campaign says to the customer that, as a brand, we see this, and we see you.”

Representation in action
Along with the nostalgia, I also felt enormous pride for this work. People often speak about diversity in the creative industry in theory. This campaign is what it looks like in action. It’s lived experience translated into a cultural snapshot that made an entire community feel seen.

I saw myself, my children, and my mom in that visual. I saw generations reflected back at me. And judging by the online reactions, so did countless others. This is what representation looks like. It’s the pride of seeing your own story honoured; the joy of recognising yourself in an advert and thinking, that’s me.

That emotional connection only comes when you have the right people in the room. And when those people have agency. We’ve all seen the term “diversity hire” being used as a synonym for incompetence. But transformation is not a tick-box exercise. It is about building teams who bring their whole selves to the table and are empowered to shape the stories we tell.

Not just a seat, but a voice
On this campaign, the creatives brought their lived experiences into the work. They knew instinctively what would resonate because it was their own truth. And critically, they had the freedom to express it. Leadership created the space for voices to be heard, even when not everyone in the room shared the cultural reference.

Our Chief Creative Officer, Fran Luckin, had this to say about it: “When the team had to explain the context of this idea to me, I knew we were onto something good. Creative work that makes you feel something isn’t generic. It’s created for people who will get it by people who get it. This ad is so simple and yet so powerful. It proves that you don’t need gimmicks to connect with an audience if you have empathy. I’m immensely proud of the team.”

It's that level of trust that allowed the idea to flourish.

I would love the success of this campaign to act as a rallying moment for this industry to create spaces where creatives are unmuted and free to bring their heritage into their work. Because when South Africans see themselves in the work, they feel pride and belonging. And they feel seen.