If you have no idea what I am talking about – not to worry, read on today you might learn something … The Pendoring advertising competition was established in 1994 by the most important role players in the South African media world, focusing on the promotion of outstanding Afrikaans advertising. More than 750 guests attended the gala event on Friday at Vodaworld in Midrand, which was hosted by Elana Afrika and Martin Bester, with Karen Ferreira, Brandon October and Eden providing the entertainment.

About 60 agencies, advertising schools, freelance writers and smaller creative agencies entered a record number of 400 pieces for this years awards. Pendoring was characterised by quite a few firsts this year. For the first time agencies could enter electronically thanks to the use of the Loeries online entry system, but that was not all – judging also took place according to the Loeries’ internationally acknowledged judging system. Pendoring’s other debut was on the popular soap Egoli – Place of Gold.

Two new awards this year were the Legend Award and the People’s Choice Award. For the latter the public could vote for their favourite Afrikaans advertisement. The three most popular advertisements according to the public’s vote were Boer by FCB for Toyota, Boesmans by FCB for Vodacom and Vriendelike Frikkie by FCB for Klipdrift (Distell). The striking advertisement Boesmans of Vodacom was eventually the public’s biggest winner for 2007.

So the next time somebody would like to invite you to the Pendorings … don’t hesitate go – who knows – you might be able to pick the brains of some of the most creative people in this industry in Afrikaans nogal.