The meerkat leaning against a wall with a toothpick and a smug, nonchalant look became a viral sensation across South Africa, perfectly capturing the nation’s quirky humor. This meme quickly became a local favorite, with posts showcasing how Mzansi embraced and adapted it to reflect everyday life and uniquely South African situations.

The Original

The earliest appearance of this now-iconic meme is widely attributed to the likes of @adsonlinho where he was commenting on Sandro Tonali.

The Remixes

Once unleashed, the meme was quickly remixed and repurposed across social media. Its versatility shone through, as the meerkat’s expression proved suitable for a wide array of scenarios, often used as a relatable reaction to awkward, surprising, or just plain smug moments.

South African brands were quick to jump on the trend. Standard Bank, TymeBank, and 1Life Insurance notably incorporated the meerkat into their marketing, using it to comment on customer experiences and engage with their audience. However, this didn’t come without discussion. Some observers, particularly those in more conservative industries like finance and politics, questioned the appropriateness of using such a “spicy” meme. They argued that their brand personalities weren’t aligned with the edgy humor often seen from brands like Nando’s.

Reactions

The meme’s virality also highlighted the powerful impact of advertising and brand recognition in South Africa. One user, for instance, drew a direct parallel between the meerkat meme and an old Vodacom brand mascot.

This connection suggests that part of the meme’s resonance with South Africans might stem from a collective memory of memorable and beloved local advertisements, making the meerkat feel like a natural, if unexpected, addition to the country’s rich tapestry of pop culture.