A single, unscripted TikTok from Joburg bus driver and part-time creator Romy Magold has blossomed into one of the season’s biggest national campaigns. What began as a short clip about stretching a rand — “It’s not like R100 will buy you a car, get food and eat.” — resonated with millions and led to a life-changing offer: Romy received a brand-new VW Polo Vivo, and she will front a KFC-and-VW campaign that will put 31 more Polo Vivos into the hands of South Africans this December.
Romy’s video, filmed last December and posted without strategy or script, captured a candid truth about money and daily choices. It struck a chord across the platform, accruing 770,000+ views, and in October the clip reached the attention of KFC. The brand contacted Romy to tell her she’d not only won a car but would also be the face of a nationwide giveaway built around her moment of authenticity.
“This video was just me being real,” Romy said after the campaign announcement. “When they messaged me, I honestly thought it was a scam. I make content in my spare time, between shifts. I never imagined something like this would happen to someone like me. What matters most to me isn’t the spotlight, it’s sharing the joy. I know how much difference one opportunity can make. Helping 31 other South Africans experience something life-changing… that’s the real win.”
The campaign — billed as an Ubuntu-fuelled initiative and named “Ke De’share’mba” — is built on the idea that everyday authenticity can spark extraordinary generosity. KFC and VW have partnered to extend Romy’s personal moment into a national act of giving: Romy will join KFC and VW teams in handing over keys to winners across the country during December.
“Romy reminded us that the most powerful stories come from real people being themselves,” said Grant Macpherson, Chief Marketing & Digital Officer, KFC Africa. “This campaign is about celebrating that authenticity and passing that joy forward.”
The collaboration intentionally pairs two recognisable brands with a grassroots human story. KFC’s outreach and VW’s vehicle donation amplify the campaign’s message: ordinary moments can create extraordinary outcomes, and generosity can be contagious.
Romy will be present at each handover, turning a one-off viral moment into a season of shared opportunity. As she prepares for the December roadshow, she reflects on what the campaign means: “Your life can change in a moment. Even on an ordinary day, even when you least expect it.”
