ASA rules in favour of Virgin Mobile
Last week the Advertising Standards Authority (ASA) of South Africa dismissed the complaint brought by consumers against Virgin Mobile for its controversial television advert, “The Truth Will Set You Free”, saying the ad had only slight sexual innuendo, was not disrespectful of the elderly and was hyperbolic in nature.
Comments Nicholas Maweni, “While Virgin Mobile is dismayed at the offence taken by certain members of the public, it was never our intention to offend anyone. However we are heartened and reassured by the support we have received from the public in general and the ASA.
“We have been assured by many quarters that there is nothing in the advert that is in any way insulting nor offensive. The truth is mobile services can be transparent, flexible and fair.”
States the ruling:
During the commercial, the words “4 simple packages” appear on screen and the voiceover states, “Well here it is, four simple packages with amazingly good value…” The scene dissolves to a pool setting where four men are shown standing on a podium, holding up medals. At this stage an old woman is introduced who, using a walking stick as a hook, peers down the front of one of the male swimmers' speedos. The lyrics “The truth will set you free…” are then heard.
According to Maweni, the television advert is part of a broader marketing campaign and is therefore a pledge that Virgin Mobile made since launching in South Africa to continue to challenge mobile injustice. “The truth is that fat cats have been taking advantage of people's confusion with lots of complicated packages that don't really offer consumers much in the end,” he concludes.
Download the full ASA ruling here.
See what other Bizcommunity.com readers have had to say about the ad in our forum Too much Sex on TV!.
