In Episode 47 of The Incredible Machines Podcast, hosts Jon Oliff and Luke Holden are joined by Justin Apsey, the former Managing Director of Unilever South Africa
This episode is a rich exploration of what it means to lead with purpose, build inclusive organisations, and take creative risks that matter. Justin shares how a childhood cycling accident, a Dean's doubt, and a profound two-hour exercise in the bush shaped the leader he has become. From his early days at Ogilvy Cape Town to running Unilever's East African business out of a Nairobi hotel room, his journey is one of goosebump moments and a belief in what Africa can become.
Whether you're a marketer, a business leader, or someone searching for your own purpose, this episode is a masterclass in authentic leadership, transformation, and finding the wizard and the kid within yourself.
During a Unilever leadership experience on the South Coast, Justin experienced what he calls his "red pill moment". Which was a two-hour exercise where his colleagues shared their childhood stories face to face. What he heard from the other side of the room was devastating, sobering, and life changing.
This moment marked the start of Justin's deep commitment to transformation, inclusion, and using leadership as a tool for meaningful change in South Africa.
Justin was the marketing mind behind one of South Africa's most beloved and talked-about advertising campaigns: the iconic Omo Liquid. The ad broke every category of convention, spawned bumper stickers, memes, and political satire, and became a cultural moment.
"I had no idea whether it was going to go anywhere. I just knew when I saw it that it was going to succeed. I fought hard to get it flighted, and eventually just flew it and took the heat."
He reflects with nuance on how context changes what’s acceptable in advertising, and why a hypersensitive environment risks producing failed communications.
Justin is a strong believer that purpose without commercial grounding is just donation. And donations dry up. From janitor programmes funded by school infrastructure to vendor training programmes, he championed initiatives that fused social impact with business sustainability.
"The cost of doing nothing will completely outweigh the cost of doing something."
One running theme through this episode is Justin's concept of blending the wizard and the kid. Justin argues that in a world increasingly shaped by AI and automation, the ability to rediscover childlike wonder isn’t just valuable; it’s essential.
"If you can't find wonder and discovery, then I think we're going to be a very, very sad human race."
He's deliberately taking time to de-programme, reconnect with what energised him as a child, and ask himself what kind of impact he still wants to have on Africa and the leaders of tomorrow.
“Storytelling is how I like to lead, but also how I like to develop and talk to people.”
~ Justin Apsey
Omo "Ooo eh eh" Campaign: Justin championed this brave, humorous ad featuring a fairy godmother character, breaking category norms by avoiding typical laundry ad tropes like product demos or stain removal shots, and it became a viral cultural phenomenon spawning memes, bumper stickers, and political satire before social media even existed.
Omo "Ooo eh eh" Campaign: https://www.youtube.com/watch?v=FsBTOV8paS0
Justin Apsey's story isn’t a straight line. It’s a series of fractures, resets, red pills, and goosebump moments; each one shaping a leader he is today. His insights are a challenge to every leader: know your why, play the long game, take creative risks, and never stop asking whether the people around you truly belong.
If you’re leading a team, raising a family, or navigating your own work or personal journey, this episode offers a meaningful challenge: be brave enough to question your assumptions, intentional enough to create belonging, and curious enough to keep discovering what is possible.
Who is Justin Apsey?
Justin Apsey is the former Managing Director of Unilever South Africa, with a 26-year career spanning sales, marketing, and executive leadership across South Africa, Australia, and East Africa. He is known for his work in brand building, diversity and inclusion, and purpose-led leadership.
What brands did Justin Apsley work on at Unilever?
Justin worked across a range of iconic Unilever brands including Sunlight, Omo, Domestos, Lifebuoy, Axe (Lynx), and Tresemmé, among others, across South Africa and East Africa.
What is the Incredible Machines Podcast?
The Incredible Machines Podcast is a thought leadership series produced by Tim Africa, featuring conversations with visionary entrepreneurs, leaders, and change-makers from across the continent.
Where can I listen to the full episode with Justin Apsey?
You can listen on all major platforms including:
🎧 Spotify
🍎 Apple Podcast
🌐 Tim Africa Podcast Hub
Justin Apsey’s LinkedIn: https://www.linkedin.com/in/justin-apsey-147837/
Justin Apsey’s Facebook: https://www.facebook.com/justin.apsey/