A question of advertising

Following on complaints to the Advertising Standards Authority (ASA), regarding the depiction of an insurance broker as a 'fat cat' type, by Dial Direct on billboards in Jo'burg, the creative team has remedied the problem by covering the 'offending' image up with a big question mark banner. "Now the billboard poses the question as to why the ASA has objections to the Billboard, poses the question of what the final ruling will be and increases curiosity to ensure further exposure and awareness," says Pete Picconi, Primedia Outdoor Managing Director.