Cell C Dog Ad complaints dismissed because humping is normal and “common in dogs”

The Advertising Standards Authority (ASA) has rejected claims that a Cell C ad showing a dog humping a man is offensive (as it is of sexual content), depicts behaviour that is not the usual conduct of dogs, and is explicit and unsuitable for children.

The ad attempts to demonstrate how consumers are being ripped off by the ever-increasing cost of living in South Africa.

Watch the full ad here.

Every time the man in the commercial pays for an “overcharged” service a dog begins to hump away at his leg. The ad ends with a voice-over saying, “If you’re tired of being taken advantage of, maybe it’s time to try the cellular network that gives you more for less. Cell C the power is in your hands”.

The ASA wrote that the advert has attracted more than 100 complaints and that “numerous complaints were received, and continue to be received, in a short period of time from the Christian public who constitute the majority faith in South Africa”.

Not offensive

The ASA said the advert contains an obvious sexual metaphor of the consumer constantly being “screwed” that would not be lost on the average consumer.

“While people might be uncomfortable with the puppet dog performing a sexual like act, it does not automatically make the communication offensive,” the ASA wrote in its judgement.

According to the ASA, a “reasonable person” would not confuse the ad with reality.

Yes, it is the usual conduct of dogs

The ASA found that the commercial does not encourage or condone cruelty towards animals, nor would a reasonable person abuse any animal as a result of viewing the commercial.

Furthermore, it wrote that “humping” is common in dogs, and a child would not understand the link between the dog’s behaviour and the person being “taken advantage off”.

“Whether people are comfortable with this behavior or not, it is common in dogs, and parents’ discomfort to discuss the facts of life should not be a ground for ruling against something that is normal.”

The ASA clarifired that no actual dog was used for the “humping”, and that a representative of an independent animal welfare organization was present to supervise during the making of the commercial.

The commercial will not be seen by children

Cell C has undertaken to only flight the commercial post watershed period and not during kiddies programmes. The watershed period is between 8pm and 5am.

Given this condition, the ASA found no need to consider the merits of the matter insofar as children are concerned.