South Africa’s advertising restrictions at times make the draconian coronavirus lockdown regulations look like the rules for a children’s tea party. We have an advertising regulatory system where one complaint can be enough to have a multimillion-rand ad campaign banned. If Bheki Cele wasn’t the big bwana of the police, he’d make a good ad regulator… One of the companies which has felt the sting of that is Chicken Licken, whose fast-food clientele is overwhelmingly black.
We have an advertising regulatory system where one complaint can be enough to have a multimillion-rand ad campaign banned. If Bheki Cele wasn’t the bigOne of the companies which has felt the sting of that is Chicken Licken, whose fast-food clientele is overwhelmingly black. Last year, an expensive ad campaign was ordered to be pulled after the regulator found that a single complainant was justified in his feelings of anger that the “Big John” TV ad glorified colonialism.
The reason why the famous BMW “Beats the Benz” ad from the early 1990s was only flighted over a weekend and withdrawn on the Monday was because Mercedes would no doubt have gone to the then Advertising Standards Authority to complain about its brand being disparaged by their fellow Germans. However, these days, Chicken Licken is quite often taking the place of Nando’s in the cheeky ad stakes. And both brands have been taking potshots at the elephant in the fast food room, KFC .Chicken Licken’s ad agency, Joe Public, shot their spot in small town Kentucky, home of KFC, the brand made famous by Colonel Sanders. They cheekily put up a billboard, showing the ridiculously low prices of their South African EasyBucks special meal combos.
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