- KFC's "offline joke" advert shows officials discussing sending the public home without providing the service they were waiting for
- 2 complainants argued that the advert encourages poor service delivery
- However, the Advertising Regulatory Board dismissed the complaint
The Advertising Regulatory Board (ARB) has dismissed a complaint against the KFC's "offline joke" commercial.
The TV advert shows officials at a public service centre having KFC Crunchmaster burger meals during a lunch break. Members of the public are seen waiting to be served.
The "loud" crunch of the burgers apparently impairs the officials' hearing, causing them to speak louder than usual.
The officials then loudly discuss sending the members of the public home without providing the service they were waiting for.
TimesLIVE reports that two complainants, Rhoda Heyns and Marlene Krynauw, argued that this encourages poor service delivery. They said:
The behaviour of having computer systems down and sending the public home without being served is a reality in the country, and should not be encouraged by advertisements like the current one, as advertisements should convey positive messages.
Briefly.co.za gathered that KFC defended the advert. They argued that long queues are a reality in South Africa. Their ad therefore only sought to satirise the experience.
The advertising board agreed with KFC and dismissed the complaints. It said:
The directorate (ARB) accepts that there are certain everyday life challenges that affect South Africans that cannot be glamorised or satirised under any circumstance.
However, there are other situations that are fodder for much humour. Many South Africans consider our ability to laugh at ourselves one of our defining positive characteristics as a nation.
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