JOHANNESBURG – On Sunday July 12, South African Breaking News reported, “The network recently aired an advertisement of a dog humping a man’s leg as a metaphor for the way consumers are taken advantage of.”
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According to the report, those who complained argued that the content was offensive because of its sexual nature, however, advertising agency FCB Johannesburg said children would not be able to understand the dog’s behaviour.
Speaking on Cell C’s behalf, the agency added that the network always intended to air the ad after 8pm. The ad was mistakenly aired earlier because of an audience overlap.
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ASA found the ad was not in contravention of the offence clause in the advertising code. It also found that the dog was not harmed in the making of the ad as he was not required to perform the humping.
