South African watchdog bans colonization ad for chicken

Regulators in South Africa have banned a TV commercial that depicts a black man discovering a foreign land i...

Posted: Dec 19, 2018 6:29 PM
Updated: Dec 19, 2018 6:29 PM

Regulators in South Africa have banned a TV commercial that depicts a black man discovering a foreign land in the 17th century and naming it Europe.

Fast-food restaurant Chicken Licken on Friday was ordered to "withdraw the television commercial in its current format" and told it may not use the ad again, according to a ruling by the Advertising Regulatory Board of South Africa, a regulator comprised of industry professionals.

Africa

Business and industry sectors

Business, economy and trade

Continents and regions

Europe

Marketing and advertising

South Africa

Southern Africa

Chicken Licken, in response, said "it was regrettable" that the ad was met by negative reactions from consumers, adding it was not the company's intention to "make a mockery of the struggles of colonization and its effects on Africa and her people."

The commercial features a modern narrator -- a customer at a Chicken Licken franchise -- retelling the story of a black South African known as Big John, who leaves home in 1650 to sail around the world, as the video traces the narrator's tale.

Big John overcomes various threats before landing in Holland, much to the obvious astonishment of its white inhabitants, the ad shows.

"Hola MaNgamla (Hello white folk). I like this place, I think I will call it ... Europe," Big John says, before sticking his spear into the ground.

The Advertising Regulatory Board ruled that the commercial "trivializes an issue that is ... upsetting for many South African people."

"Turning the usual colonization story around might be perceived as having a certain element of humor," the board said. "The reality though is that colonization of Africa and her people was traumatic."

The ad was still available days after the board's ruling on YouTube.

Article Comments

Mason City
Overcast
20° wxIcon
Hi: 25° Lo: 11°
Feels Like: 11°
Albert Lea
Clear
18° wxIcon
Hi: 22° Lo: 9°
Feels Like: 9°
Austin
Clear
19° wxIcon
Hi: 25° Lo: 7°
Feels Like: 10°
Charles City
Broken Clouds
19° wxIcon
Hi: 24° Lo: 9°
Feels Like: 9°
Rochester
Clear
14° wxIcon
Hi: 22° Lo: 7°
Feels Like: 3°
Waiting for the weekend warm-up
KIMT Radar
KIMT Eye in the sky

Latest Video

Image

$2 million approved for projects

Image

Schools are prepared for Coronavirus

Image

Sara's Daybreak Forecast - Friday

Image

Chris' PM Weather Forecast 2/27

Image

Section basketball highlights from Thursday

Image

Looking ahead to the next hunt

Image

Helping with the census

Image

Kmart lot controversy continues

Image

Visiting Oxbow Park and Zollman Zoo's newest Cougar

Image

GMLOS falls in Consolation Semifinals

Community Events