- Khulula.com's latest advert has been deemed appropriate and not racist by the Advertising Regulatory Board
- The complainant suggested the ad was racist and showed violent behaviour
- The ad is just one in a series of the airline's 'Don't be a travel hater' campaign
The latest advert in Khulala.com’s edgy 'Don't be a travel hater' advertising campaign, has been deemed appropriate and not racist by the advertising watchdogs, Advertising Regulatory Board.
The hilarious advert depicts a black man (portrayed by actor/rapper Kope Makgae) bitterly driving over his white neighbours’ luggage, jealous that he isn't on his way to a relaxing holiday. The punchline is, “Don’t be a travel hater” because with Khulula.com’s prices, everyone can afford that vacation, Briefly.co.za found.
Khulula.com is known for its exaggerated and quirky sense of humour, and along with Nandos and Chicken Licken, it’s just one of those companies whose outrageous marketing antics leaves South Africans in stitches time after time.
But not all South Africans shared this sentiment.
The ad was reported to the watchdogs out of concern that it plays on racial divisions in society. The airline responded to these allegations saying that the race of the characters is entirely “incidental” and that the advert would still work if the characters were of the same race.
The complainant also suggested that the ad portrays aggressive behaviour and should therefore have a warning or age restriction.
The watchdog however, insisted that even children would understand the simple story line portrayed in the ad.
The advert had first been aired a year ago but had since been kept under wraps until now.
Although the watchdog admits the “Don’t be a travel hater’ campaign is over the top, it adds that it is part of what makes the campaign humorous.
The advert in question was just one in a series of adverts created for the campaign, all featuring Kope.
Another advert shows his character popping a champagne cork in the direction of the same white couple, who -even then- couldn't stop raving about their holiday.
In another advert, Kope's character who apparently has still not had a break, takes his frustrations out on his friend, who has just come back from vacation.
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