ASA: White people not looking stupid

According to the Advertising Standards Authority of South Africa (ASA) the Vodacom Broadband television campaign consists of a series of commercials on what appears to be an island, with two animated characters having to survive threatening scenarios.

With each looming situation, the light-skinned character initially comes up with what he believes to be a good solution at the time. However, the dark-skinned character, using his laptop, manages to trump each of his solutions.

Mr. Brendon Brown submitted a complaint to the ASA, saying that the campaign is offensive as it creates the impression that white people are stupid and incapable of using computers.

The creators of the advertising campaign, DRAFTFCB, on behalf of Vodacom, submitted that the fact that the two animated characters are of different races is coincidental to the plot of the commercials.

The ASA ruled against Brown, saying that “it cannot be argued that the offence is serious or widespread or sectoral.”

“The commercials were aired during a popular programme (Survivor South Africa) and potentially reached a vast audience, yet did not solicit a public outcry. While the number of complaints is not a decisive factor, it does indicate the level of offence experienced,” the ASA said.

The complaint was subsequently dismissed.

Comments