Ad deserves a chance
DEAR SIR — I would like to respond to Karl Gostner’s letter (Unfounded allegations, Letters, September 20) in which he discusses reasons why Primedia took its decision to refuse the airing of a spot I wrote for Mantelli’s biscuits, around the development of Princess Vlei in Cape Town.
Various reasons were offered, including substantiation as defined by the Advertising Standards Authority code, the “crossing of the border” into editorial and the ending being libelous.
Here is the script as it was recorded: “The only answer you’ll hear when offering a Mantelli’s is, ‘Yes, please!’… because they’re the biscuits with impeccable taste everyone wants…. Down the road from us, we know that developers are planning a noisy shopping mall in the middle of a beautiful, natural recreational area and that’s something nobody wants…. So, here’s a way every business can help… if you’re offered a tempting lease at Princess Vlei Mall, just say ‘no thanks!’ There can’t be a mall without tenants, can there? It’s enough to make a greedy developer really lose his appetite.”
In Primedia’s view, this is not an advertisement, but something with the potential to confuse a listener into thinking it is editorial.
The Advertising Standards Authority code under “Controversial Subjects” (item 2.4) is clear on this and requires only that the advertisement identifies itself as such and identifies the advertiser. Clearly no problem there, one would think.
On substantiation, yes, (using the word) “nobody” is creative licence and, as Mr Gostner explained to me, there are people who would prefer to save the bus fare to the Blue Route mall by having one closer by, at Princess Vlei. I would have to concede there are.
Regarding libel, we offered to change “greedy” to “hungry”, to no avail; the decision had been taken.
Aside from everything else, I cannot help but feel that as a highly responsible and involved corporate citizen, Mr Mantell should be afforded the opportunity to broadcast an appeal to fellow businesses to stand by a cause that has caught the attention of many in the Western Cape, including people like Archbishop Tutu.
I am also surprised Primedia should not take advantage of a continued debate around this controversial and very important subject. Development of this type should be interrogated at every opportunity, because once done there is no going back.
Errol Denman Creative Director