When Cell C started out, it came with a self satisfied smirking monotone that told us to see for ourselves.

This gave the impression that they were a little too confident in their product – and that they were the sort of people we consciously decide not to deal with.

Trevor Noah has at the very least recognised this problem, and the horrible, horrible chips he has unleashed on the world demonstrate that.

Sure, they are nasty, terrible crisps, but they are supposed to evoke what Noah thinks of as being soul food. While soul food tends to be the sort of thing you have to have grown up with to like – it is something we can all identify positively with, even when it is not ours.

It also shows a playfulness with the brand that was missing when it was too full of itself to laugh at itself.

Which brings the branding back down to earth, changing the motto from that self-satisfied “see for yourself” to then central theme of Noah’s campaign – Cell Change, to something a lot more human and a lot more us.