Introduction: The Golden Age of South African Advertising
Among South Africa’s many cultural exports—jazz, wine, rugby legends, and Nobel laureates—one surprising standout has been our rich history of internationally acclaimed film, radio, and television advertising. This golden legacy was shaped in large part by two titanic figures: Keith Rose and David Feldman, whose creative partnership helped position South Africa as a global force in commercial storytelling.
Since the late 1970s, South Africa built an ironclad reputation as a powerhouse in the world of TV commercials. Our best ads weren’t merely promotional tools—they were cinematic gems. They didn’t just sell products; they told stories, stirred emotions, and became part of the cultural fabric. They were watercooler conversations, playground reenactments, and iconic jingles that never quite left our heads.
This golden era was before the algorithm-choked, cookie-tracked internet flattened creativity into bland uniformity. Back then, ads weren’t an intrusion. They were welcomed—celebrated, even. They were 30 to 60-second masterpieces, crafted with care and brilliance, meant to entertain just as much as to inform or persuade.
But behind those unforgettable moments on screen were the unsung visionaries—the creative powerhouses whose names most of the public never knew. Two of those titans were David Feldman and Keith Rose—a producer-director duo whose towering influence shaped the golden age of South African television advertising and whose untimely deaths marked the end of that enchanted era.
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Do You Remember These Iconic South African TV Ads?
Close your eyes and picture this:
Cape Town, 1988. A man named Christopher White is driving home late at night along the treacherous curves of Chapman’s Peak Drive. Tired, distracted, he veers off the road and plunges over the edge. The car nosedives 100 meters, crashes violently, and somersaults down a rocky bank. It’s catastrophic. And yet—White emerges from the wreckage, shaken but completely unharmed. Why? Because he was wearing a seatbelt. And more importantly, he was driving a Mercedes-Benz.
Still rings a bell?
Or how about the gentle emotional tug of the Volkswagen “Elephants” ad, where a baby elephant is guided lovingly across a tough landscape by an adult bull, set to the haunting vocals of “He Ain’t Heavy, He’s My Brother”?
Then there’s the unforgettable BMW Mouse commercial, in which a white mouse (actually a rat) runs effortlessly across a steering wheel, demonstrating the featherlight touch of BMW’s power steering—set, fittingly, to The Blue Danube.
Not to mention the Ama-Glug-Glug Sasol ad: a young boy fuels his toy Ferrari at a Sasol station. Suddenly, the car springs to life, screeching out of his bedroom and smashing through the wall in a fiery blur of rubber and joy.
These commercials weren’t just clever. They were culturally iconic—and they had two names behind them more often than not: David Feldman, the producer, and Keith Rose, the visionary director.
David Feldman: The Creative Strategist with a Commercial Soul
Born in Johannesburg in 1954, David Feldman was not someone who dreamed of film school or advertising fame from childhood. In fact, he began his career far from the spotlight—as a shoe buyer for the Truworths Group. It was his transition into marketing and then to a job as account manager at Ogilvy & Mather Rightford in Cape Town that launched a remarkable trajectory.
By 1983, Feldman had founded his own production company with one director, Dave Cornell. When Cornell moved to the United States in 1986, the company evolved into David Feldman Film Productions, which quickly established itself as one of the premier ad production companies in the country—and beyond.
Feldman’s biggest break came in 1990 when he produced the now-legendary Chapman’s Peak Mercedes-Benz commercial. The ad won South Africa’s first-ever Gold Lion at the Cannes Lions International Festival of Creativity—the ad industry’s version of the Oscars.
But Feldman was more than a producer. He was a mentor, a talent scout, and a strategic mind. He had a rare ability to balance fiscal discipline with creative brilliance. Colleagues described him as “a terrific account man” and “a producer who knew how to elevate a concept without overshadowing the director.”
Champion of Talent: Feldman’s Eye for Creative Greatness
Feldman’s impact went far beyond the commercials he produced. He was a tireless champion of South African talent and was largely credited with launching a “second wave” of local commercial directors, many of whom went on to find international success.
Among them was a young, gritty filmmaker who would become his most frequent collaborator and South Africa’s most internationally decorated commercials director: Keith Rose.
Feldman didn’t just work with talent; he nurtured it. He believed in giving young creatives opportunities. He also understood how to push boundaries without breaking trust—a rare quality in a high-pressure, fast-paced industry where artistic vision often clashes with commercial need.
Keith Rose: From Sound Tech to Visionary Auteur
Born in 1955 in Johannesburg, Keith Rose took a more traditional technical route into film. He started at the SABC as a sound technician, but ambition quickly propelled him beyond the control room. He took every course the broadcaster offered, freelanced as a camera assistant, and absorbed the business from the ground up.
His first big break came on the set of Zulu Dawn (1979), where he stepped in as camera operator after someone fell ill. From there, he worked his way through the UK and Europe on feature films, eventually returning to South Africa, where he transitioned into commercial cinematography.
By 1990, he had already directed several iconic commercials and co-founded Velocity Films with U.S. producer Barry Munchick. His work behind the camera earned him seven Cannes Gold Lions, multiple Loerie Awards, and induction into both the Clio Hall of Fame and the Creative Circle Hall of Fame.
International publications like Campaign and Shots ranked him among the world’s top five commercial directors. Locally, he was a creative titan.
His BMW Mouse ad was so universally lauded that it remains, to this day, one of the most iconic car ads ever made.
Mentorship in Action: Feldman and Rose’s Enduring Legacy
The collaboration between Feldman and Rose wasn’t just prolific—it was symbiotic. Feldman provided the logistical and creative scaffolding; Rose built cinematic wonders within it. Together, they transformed 30-second ad spots into unforgettable art.
Many insiders credit their unique working chemistry as the secret sauce behind South Africa’s global advertising success in the ’80s and ’90s.
Their ads weren’t just technically excellent—they had soul. Whether it was humor, heart, or high-octane action, their work had a pulse. It resonated deeply with viewers, often more so than the TV programs they interrupted.
Guest Lectures and Personal Influence: A Student’s Encounter
In the early 1990s, while studying TV/Video production at Technikon, I had the chance to attend a guest lecture by David Feldman. He walked us through his reel—an awe-inspiring montage of some of South Africa’s finest TV spots—and offered real, gritty insight into the behind-the-scenes world of commercial filmmaking.
He spoke of production tactics, shared anecdotes about difficult shoots, and even revealed that fireworks were used on the “Ama-Glug-Glug” set to provoke a genuine reaction from the child actor. His advice to us was simple but profound: “Take the time to compose your shots.”
It was a moment of humility and wisdom from a man at the top of his game. Little did we know, it would be one of his final public appearances.
A Shocking Tragedy: Feldman’s Untimely Death
Just months later, in July 1992, the country woke to devastating news: David Feldman had been killed, shot dead in his office during an altercation involving a domestic dispute between his employee (his wife) and her estranged husband.
Feldman and his business partner, John van Staden, had tried to intervene when the gunman became aggressive. Both were killed in the process. The shooter then took his own life.
Feldman had just returned from Cannes and was in talks with British film legend David Puttnam to bring international film production to South Africa—a deal that never came to be.
The loss wasn’t just personal. It was a creative tragedy. A bright light extinguished just as South African advertising was being recognized on the world stage.
The Last Chapter: Keith Rose’s Death in 2018
More than two decades later, tragedy struck again. On 1 October 2018, Keith Rose reportedly took his own life at the age of 63. The chilling twist? His body was found on Chapman’s Peak Drive—the very road immortalized in his most famous commercial.
While speculation surrounded his death, the truth remained cloaked in grief and mystery. Rose, once a fearless artist who created emotion from film stock and light, was gone.
His passing marked the end of an era—the final curtain call for a generation of South African advertising titans.
Legacy: More Than Just Commercials
The impact of Keith Rose and David Feldman goes far beyond advertising. Their work redefined what commercials could be. They elevated a medium often dismissed as fluff into an art form worthy of awards, discussion, and reverence.
They also showed that South African creatives could compete—and win—on the global stage.
Final Thoughts: Carpe Diem, Always
The deaths of Feldman and Rose are haunting reminders of life’s fragility—even for those who seem invincible at the top of their game.
One day you’re the toast of Cannes. The next, the credits roll unexpectedly.
Their legacy should inspire us not just to create, but to live—to appreciate the beauty in every frame, and to never take a single scene for granted.
As the old saying goes: “Enjoy yourself—it’s later than you think.”
Did You Know Keith Rose or David Feldman?
Do you remember any of the ads mentioned above? Which one stuck with you the most?
Let us know in the comments or send a WhatsApp to 060 011 0211.
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