South Africa bids farewell to Professor Kole Omotoso, the beloved “Yebo Gogo man,” who breathed life into Vodacom’s iconic ad campaign. The renowned academic and playwright, whose contribution played a significant role in shaping brand Vodacom’s image, passed away at the age of 80.

In a heartfelt tribute, Vodacom Group CEO Shameel Joosub expressed deep sorrow over the loss of Professor Kole Omotoso, an esteemed figure who not only left an indelible mark on the advertising industry but also enriched the country’s cultural landscape. Omotoso’s portrayal as the iconic “Yebo Gogo man” in Vodacom’s adverts during the 1990s and early 2000s captivated audiences nationwide, making him synonymous with the brand.

“We are deeply saddened by the news of the passing of Prof Omotoso, who is one of the country’s respected academics and playwrights. At Vodacom, we remember him as an iconic figure who helped put brand Vodacom on the map through the inventive YeboGogo advertising campaign that went on to win several advertising accolades,” Joosub stated.

The YeboGogo campaign, under Omotoso’s charismatic presence, struck a chord with South Africans, resonating with them on a personal level. It not only showcased Vodacom’s commitment to celebrating African heritage but also solidified its place in the nation’s collective memory. Joosub continued, “Prof Omotoso leaves behind a rich legacy, having played a significant role in inserting brand Vodacom, a brand with deep African roots, in the national conscience. I would also like to offer my personal heartfelt condolences to Prof Omotoso’s family.”

In the post-apartheid era, Professor Omotoso emerged as one of the most visible personalities in the country, embodying the spirit of a new South Africa. Born on 21 April 1943 in Akure, Ondo State, Nigeria, he eventually became a naturalized South African citizen in 1999, a testament to his deep connection with the nation.

The eminent figure’s contributions extended beyond the screen, as he shared his life with architect and urban planner Marguerita Omotoso, with whom he had three children. Among them are actor, director, and filmmaker Akin Omotoso and author and architect Yewande Omotoso, both accomplished individuals in their own right.

The profound impact of Professor Omotoso’s work on Vodacom’s legacy cannot be overstated. His portrayal of the Yebo Gogo man instilled emotions, created nostalgia, and fostered deep connections with Vodacom’s customers. The company acknowledges his unparalleled contribution in a statement, “On behalf of the Vodacom Family, Prof Omotoso will always be remembered for a brand campaign that evoked emotions, created nostalgia, and fostered deep connections with customers. Those memories will always be cherished.”