Since I’m not a soccer spectator and don’t understand the game or its rules, I thought the soccer-fever-feeling would pass me by altogether. To my surprise, I was wrong – I found myself caught in the middle of the traffic going to the opening game at Soccer City last week Friday, and somehow the atmosphere of vuvuzelas and hooter-blowing by the cars next to me got me really excited – I even enjoyed the game on TV and I cheered just as hard for each goal-kicking attempt by Bafana Bafana!

Interesting though is the PR and advertising campaigns that popped up as a result of the Soccer World Cup. We’re all aware of Fifa regulations, but I love how non-official restaurants and shops took this once-in-a-lifetime opportunity to capitalise on it through their campaigns. First, large retailer Makro had their kick-off sale’ and now they’re running a ‘celebration sale’ with subtle enough branding not to irritate Fifa but no doubt soccer related.

Even the broadcasters were a part of the buildup action – DJs from Highveld 94.7 and 702 crossed live to the United we shall stand-parade in Sandton and kept all of us in the office entertained and very much part of the action.

People and businesses all-round are making the best of this very exciting event and they should. I heard John Robbie on 702 as he got excited about the side-mirror muffs he bought for R40 on the street and thought it to be a bargain. A listener called in and notified him that the same mirror-muffs were at China Mall for R17… you have to give it to the street vendors – that’s just plain good business!

And after the results of the opening match between South Africa and Mexico, chickens can feel somewhat safe again due to the draw. Nando’s, a proud restaurant to Bafana Bafana certainly deserves some credit for their tongue-in-cheek-campaigns.

I might not have a flag on my car or side-mirror muffs but I can certainly read, hear, feel and love it!