Should they have banned this Nandos ad for xenophobia?

Fast-food chain prints frames from controversial TV commercial in newspapers after South African broadcasters refuse to flight it

TREVOR NEETHLING

Published: 2012/06/11 05:09:08 PM

Media Editor

NANDO’s has taken to the newspapers to get its latest advertisement to the masses after the controversial new campaign was banned by South Africa’s three TV broadcasters.

On Sunday, the fast-food chain took out full-page advertisements, worth hundreds of thousands of rand, in the Sunday Times and City Press.

Broadcasters e.tv and DStv both pulled the advertisement last week, a few days after the South African Broadcasting Corporation decided not to air the advertisement at all, stating its "xenophobic undertones".

Nando’s, which has developed a reputation for social commentary through its marketing, has said the aim of the advertisement is to show the absurdity of xenophobia.

However, the three broadcasters said the advertisement could be misinterpreted and stoke xenophobia in a country with a history of violence against foreign nationals.

In Sunday’s newspaper advertisement, which Nando’s called "the pro-diversity ad broadcasters don’t want you to see", the TV commercial is displayed in still pictures.

Nando’s said this gave viewers the right to choose, unlike the SABC, DStv and e.tv, which "made the decision for you".

"Unlike our broadcasters, we’re giving you the right to choose," the advertisement reads.

The commercial opens with foreign nationals illegally crossing the South African border, followed by a voice-over that says: "You know what's wrong with South Africa? It's all you foreigners."

It then shows foreign nationals including Chinese, Indians and even Afrikaners disappearing in puffs of smoke. Finally, the only person left is a traditional Khoisan man who says he’s not going anywhere.

Dirk Dijkstra, head of communication at Ensign, the multi-channel media agency, said the banning of a TV advertisements did little to prevent its message.

"Banning the advert merely makes people want to see more of it, and they’ll turn to social media channels to access the content," he said.

Since the advertisement was banned, it had been viewed more than 250000 times online, Mr Dijkstra said.