AAA #AList Showcase
There’s a particular kind of creative who doesn’t just make ads; they make moments people carry with them. Mohlalefi Lentsoane is that kind of creative
There’s a particular kind of creative who doesn’t just make ads; they make moments people carry with them. Mohlalefi Lentsoane is that kind of creative. Over two decades in South African advertising, he has shaped the voices of some of the country’s most beloved brands: the cheeky irreverence of Nando’s, the quiet authority of Standard Bank, the everyday warmth of Wimpy. Ideas that didn’t just sell things. They meant something.
His journey began at AAA School of Advertising, where he graduated in 2004 and stepped straight into the fast lanes of FCB Africa. For a decade, he honed his craft as a copywriter on brands like Coca-Cola, FNB, Old Mutual, Vodacom, and Toyota, learning that the most powerful line you’ll ever write is the one that makes someone feel seen.
“I’ve built my career on ideas that don’t just win awards, they win hearts, start conversations, and shift culture.”
Today, as Executive Creative Director at Avatar Agency Group, he leads creative across a portfolio that keeps him on his toes: Robertsons, ABSA, Lotto, McCain, Harvest Time, Isuzu, Corruption Watch, Armoured Mobility. Purpose and punchline sitting at the same table, as he describes it
