By Duane Jethro The car company Hyundai has come up with a solution for those whom the expression “Feel It. It Is Here” has no real emotive purchase. In support of their slogan for the World Cup, “We bring the Gees”, the company has erected a 37 metre long vuvuzela on an abandoned flyover in Cape Town’s city centre. To affirm their commitment to pumping up the World Cup spirit, the instrument is not merely a striking piece of visual advertising, but sonically brings the company slogan to life as a fully operational noise making instrument.
Intended to be sounded off every time a goal was scored during the tournament, the giant trumpet’s sonic booms have, however, been curtailed by the city council on the grounds that it would seriously disrupt traffic at the major intersection below. While the project has been a failure in this sense, it has succeeded in promoting the notion of gees and linking it with vuvuzelas.