One of the biggest stories coming out of South Africa from the 2010 World Cup has nothing to do with what’s happening on the “pitch” but what is happening in the stands. Vuvuzelas, plastic horns traditionally played by soccer fans in South Africa, have caused a stir for their loud and obnoxious sound. (Check out this clip for the full effect) It’s considered so annoying by international fans, that the head of FIFA (the world’s governing body of soccer) was asked to ban them from World Cup matches. FIFA defended the vuvuzelas as a South African tradition that would not be banned.

In advertising, sometimes it’s the “vuvuzelas” that get the most attention. They are those annoying jingles that you absolutely hate, but easily get stuck in your head. They are the eccentric and obnoxious spokespeople that just irritates you each time they are on a TV commercial, radio spot, or larger than life billboard. Despite the annoyance, you still ask your friends “Have you seen that annoying ‘Brand X’ commercial?” And there lies the effectiveness of annoyance. While it does annoy, it gets people to talk about your brand.

On the other side of vuvuzela advertising, one person’s annoyance is another’s rallying cry. Yes, the vuvuzelas are bothering the masses of fans not used to them, but to South Africans, they are a part of their identity as fans. Quirkiness of a brand can galvanize a community of brand loyalists ready to sing your praises from the stands as you go head-to-head against your competition.

Promotional products can help you take advantage of vuvuzela advertising. Noise makers come in all shapes and sizes (and degrees of annoyance). They can sing, talk, or just make a “memorable” noise. If you want something a little quieter, go for an item with bright neon color, unique shape, or clever function. They may annoy, but they may also build loyalty.

Feel free to discuss you favorite, or least favorite, vuvuzela advertising examples.