Johannesburg - Virgin Mobile's controversial ad about heaven will after all be axed after a group of Christians threatened to boycott the company.
The television advertisement, showing a man dying and then returning from heaven to earth because he was still tied to his cellphone contract, upset some Christians deeply because they interpreted it as blasphemous.
However, the Advertising Standards Authority dismissed the objections to the ad.
The result was that some furious believers starting speaking about boycotting Virgin Mobile.
Dominee Hennie van Wyk of the Reformed Church in Pinetown wrote to Virgin Mobile that he had no other choice but to campaign against the company. In his personal capacity, he would ask every member of his congregation not to support Virgin Mobile.
Virgin Mobile spokesperson Nicholas Maweni said on Wednesday the company was concerned about any group of people that considered such steps and that the company had not intended to cause offence.
Maweni said the ad would be taken off the air, but could not say when. It could take weeks.
The marketing department was already working on other advertising material, Maweni added.