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Nando's get ready to fight ad ban

2012-06-06 15:39
 
Cape Town - Nando's plans to fight "first and foremost" against the decision by broadcasters to discontinue airing their latest commercial which deals with xenophobia and diversity.

Quinton Cronje, the fast food chain's marketing director, told Channel24 that he is confused as to why people have missed the point of the advert.

"I'm puzzled by how the media owners have actually banned the commercial, they've completely misunderstood it, and I'm incredibly disappointed because I think it says a lot about freedom of speech and freedom of expression in South Africa," said Cronje.

"In an ideal world I don't think that the ad deserves to be pulled off air and I want to fight first and foremost against it being pulled off air.

"I see that as probably [happening] through the Advertising Standards Authority (ASA)."

The ASA confirmed to Channel24 on Tuesday that the organisation had received "some complaints" about the new advert.

Nando's has now been made aware of these complaints.

Cronje confirmed: "I've heard there are two complaints that have come through but I was unaware before that there were complaints. My first course of action would be to fight those two complaints via the ASA and then go back to the broadcasters with that."

Complexity of the commercial

Cronje reiterated that Nando's attempted to create an advert that celebrates diversity, and not one which promotes xenophobia.

"The general public, when you have a look at websites and blogs and Facebook comments, has understood the complexity of the commercial.

"It's an anti-xenophobic stance that Nando's is trying to take; trying to rally South Africans against xenophobia and against intolerance."

The SABC, e.tv, DStv and M-Net have all banned the advert and have said it "trivialises xenophobia" and "could be deemed offensive".

Retort

Cronje said that the brand is still "working on something" in the way of a retort after the banning of the ad.

"We always plan once something like this happens. But I'm just incredibly surprised that the broadcasters have pulled the ad because in my opinion they don't have the right to do so," said Cronje.

Watch the Nando's diversity ad here:



- Channel24

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