I remember an advert that sounds similar - but it starts with a western, not a zulu, setting. Possibly my favourite advert ever. It was for Carling Black Label.
It starts off with a little guy going into a Wild West saloon and getting hassled by a bunch of big blokes. There's a little whistling tune (a bit like The Good, The Bad and the Ugly theme) then I think they take him outside and lassoo him, planning to drag him behind their horses, but instead he turns around and runs off, dragging the bullies behind him instead. Someone says 'I bet he drinks Carling Black label...' End of advert.
Next advert starts and it's for an album of love songs. A smooth guy in a white jacket is seranading a woman in a moonlit garden with a list of titles running underneath when suddenly there's that little tune again and in the background, the little guy from the previous ad (still dragging the bullies!) runs past, meanwhile the song titles change to "keep hanging on", "dragging in the dirt" etc..."
That advert ends and we switch to a supermarket with Housewife A telling Housewive B "You don't want to buy two of *that* powder, you want one of these" she takes a box off the shelf and there's that little tune again and the guy from the first advert can be seen through the gap. He tips his hat to them and then turns and runs off as the bullies appear again whilst, at the checkout, the smooth looking guy from ad #2 is chatting up one of the till operators... So it was 3 adverts in 1.
Is that the one you mean?