MWEB has been promoting its ADSL services using a variety of television, print, radio and online advertisements. One of its television advertisements, featuring a hamster on a hamster wheel, got one lady hot under the collar.
The commercial features a hamster in a cage running on an exercise wheel that is connected to a small generator which in turn powers a neon light sign with the words “ADSL R69*”. Initially the hamster is not running very fast, so the neon signs do not light up completely.
However, as the voice-over explains that “Connect with MWEB ADSL for R69 a month, and you can experience a faster kind of internet,” the hamster starts running faster and faster so that the “ADSL R69*” lights up brightly, and one hears electricity flowing.
At this stage the hamster is running at such a pace that it is merely a blurry figure on the wheel.
This advertisement did not go down well with Mrs A. Wessels who complained to the Advertising Standards Authority of South Africa (ASA) that the treadmill goes “uncontrollably faster with the mouse still on it.”
Wessels submitted that it is only a matter of time before ‘some psycho’ tries this at home. “Adults must be careful about what it shown on television and what thoughts it might provoke, especially in young people. Animals are at the mercy of human beings, usually to their detriment, and this commercial is not appropriate,” said Wessels.
Attorneys Cliffe Dekker Hofmeyer, on behalf of MWEB, responded saying that there is no indication that the speed of the hamster wheel is determined by anything other than the hamster, running on its own.
“A reasonable hypothetical person would know that hamster wheel turns at the speed at which the hamster is running,” MWEB said.
The company added that “the hamster is running at an exaggerated speed, which is an obviously absurd scenario, clearly over the top and not to be taken literally.”
The ASA agreed, saying that a reasonable person would realise that the advertisement is not realistic, and would immediately recognize the hyperbole.
“Given that the commercial does not depict, encourage or condone harm to animals, and given that children will unlikely be influenced to inflict harm on animals as a result of this commercial, it cannot be argued that the advertising was not prepared with a sense of responsibility to the consumer,” the ASA said.
The complaint was accordingly dismissed by the advertising authority.
MWEB ADSL Hamster – not so fast please! << Comments and views
Loading ...
Join the conversation Autoload comments
Comments section policy: MyBroadband has a new article comments policy which aims to encourage constructive discussions. To get your comments published, make sure it is civil and adds value to the discussion.