Fourth mobile operator 8ta has had its first face-off with the Advertising Standards Authority (ASA), following a complaint that one of its teaser campaign adverts encourages racial tension in the country.
The advert in question depicts a large group of Zulu warriors chasing three white men; some appear to be wearing military uniforms. The Zulu warriors catch one of the soldiers. The imprisoned soldier promptly has a vision of what the Zulu warriors intend to do with him.
In desperation, he says “heita!” which causes the Zulu warriors to laugh, and affords him an opportunity to run away again.
“The complainant submitted that the commercial depicts a re-enactment of the Battle of Isandlwana, of January 1879. However, there is no reference in the commercial to any historical event and, as such, the vast majority of our population will not be aware of the historical connection intended by the respondent,” says the ASA in its finding.
As a result, the complainant argues that viewers would simply perceive this as three white men outnumbered by traditionally dressed Zulus, intending to do some harm.
“This is demeaning to the white population at large and encourages a certain amount of disdain and racial tension in our country,” the complainant notes.
However, 8ta explains that the commercial was merely a “teaser” prior to the launch of the “8ta” brand. The commercial is no longer being broadcast. However, the operator says it notes the complainant's concerns and undertakes that there will be no future broadcasts of the commercial.
Thus, ASA states, 8ta appears to have addressed the complainant's concerns and the authority has, therefore, decided that there is no need to further consider the merits of the matter at this time.
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