MTN Nightshift

Kush Chetty served as Creative Director on MTN’s 2016 Christmas campaign during his time at Metropolitan Republic. The track Nightshift by The Commodores wasn’t just a soundtrack — it held deep personal meaning for him. It was a favourite of his late father’s, a song that formed the emotional backdrop of his childhood. To use it in a commercial that honours essential nightshift workers was a rare creative moment, where concept, emotion, and lived experience aligned.

At the time, MTN — one of Africa’s largest telecoms brands — was facing a crisis of confidence. Consumers saw it as unreliable, calling it the “Mthatha” or “problem” network. It was seen by some as the “poor man’s” provider, always giving things away for free, but lacking in value. The brand had lost its emotional connection with South Africans. Respect had faded, and brand love was low.

This campaign aimed to change that. The brief was clear: remind people that MTN is there when it matters most — quietly supporting the rhythm of daily life, even in the background. That insight gave rise to the idea of honouring the invisible, often-overlooked workers who keep South Africa moving while the rest of the country sleeps — security guards, tollbooth attendants, petrol station staff, nurses, transport workers.

The film, directed by Teboho Mahlatsi, showcases the unsung heroes working the graveyard shift at an airport, the witching hours that can feel lonely, but they’re connected to each other through their shared experience, all while singing along to the comforting, steady vocals of Nightshift. The audio was crafted by Howard Audio and the track sung by Tim Moloi. 

The spot won two Gold Loeries in 2017, one for TV Craft and another for Best Use of Music, an industry doff of the cap to the campaign’s emotional resonance and technical excellence.

More importantly, the film reconnected MTN with the everyday South Africans it serves — not through flashy promises, but by honouring the relatable, often overlooked individuals who keep the country moving and depend on MTN to stay in touch with their loved ones. For Kush, it was more than just a campaign. It was a tribute to memory, legacy, and the quiet, enduring power of human connection.