We will probably never know how many television viewers have joined Assupol Life after Hugh Masekela was appointed the financial services company’s brand ambassador in 2012.
But what seems to be beyond doubt is that the world’s best loved flugelhorn and trumpet player was a shrewd and wise choice. This is an extraordinary artist who has flown the flag of South African music very high and with pride on international stages.
He has contributed significantly in international music and has inspired generations of musicians around the globe. Masekela’s tireless promotion of African culture, heritage and the indigenous languages is well known.
He represents the country’s diverse wealth of legacy and has proven to be a true people’s person. These are some of the attributes that have made him Assupol Life’s exceptional brand ambassador.
Hugh Masekela: Picture: Supplied
Established in 1913 as a burial society for white members of the police and other government employees, to mark its centenary the company also wanted an ambassador whose public persona and profile resonated with the country’s new values of a non-racial and non-sexist society - a Nelson Mandela of the arts, so to speak.
Over the years Assupol Life has grown and diversified to cater for the general public, becoming the leader in tailor-made insurance products for low to middle-income groups of all races.
Its slogan, "serving those who serve" strikes a chord with Masekela’s personal philosophy of care and compassion for ordinary citizens who have been touched by his music. As a world-class performer with strong views on diverse issues relating to the cultural and political identity of the continent, Bra Hugh has been a constant larger-than-life presence on our screens. However, it is the Assupol commercials that have made him a permanent feature of television viewing.
Hugh Masekela. PIcture: Itumeleng English/ANA
His raspy voice and cavalier demeanour in front of the cameras have endeared him to millions of viewers of SABC channels. Following Bra Hugh’s passing this week, a lot has been said and written about his passion for creating great music with young people. That trans-generational approach is evident in his Assupol adverts.
They feature Yvonne Chaka Chaka, another respected global ambassador of South African music; kwaito pioneer and producer Mandla Spikiri of Trompies fame and singer/actress Maduvha.
There’s also Pule, a white actor and comedian who has been described as a "black man trapped in white skin". In Bra Hugh’s words, “Assupol shares the same passion I have for showing off and promoting the excellence of universal African heritage.
They are dedicated to serious restoration of heritage to a visibility that matches world interest in our geographical sites and animals.”
As a sign of respect, the company has decided to discontinue the commercials. Personally, I will miss them and I can’t imagine anyone who can fill his big boots.