The Advertising Regulatory Board (ARB) has deemed a recent tv commercial by a number one on-line pet insurance coverage firm, Dotsure, problematic.
The business, which honoured a courageous canine named “Kei” who was shot by an attacker whereas defending his household throughout a home invasion, was primarily based on precise occasions that have been extensively reported on within the media.
After solely two complaints have been filed, one in every of which was submitted by Mr D Ogg, the ARB rendered its choice.
The ARB Directorate dominated that the story may very well be instructed with out traumatic element and re-enactment, claiming the selection to make use of triggering sound results and traumatic element unjustifiably performs on the worry that almost all South Africans have about security and their pets.
“With all due respect to the ARB, we disagree wholeheartedly with this outcome,” stated Glen Anderson, managing government at Dotsure.
“Since the launch of the ad, we’ve had an outpouring of support and positive feedback from the public. It’s a beautiful, hopeful, and absolutely authentic story about a truly heroic pet.
“Kei’s story deserves to be told, and it’s a shame that the ARB has allowed this outcome. Our experience is that most South Africans who saw the ad agree that this story needs to be told,” stated Anderson.
“In the advertisement, the Lamont family recall their harrowing escape during the robbery and the emotional journey that followed.
Warren Lamont says, ‘Kei was willing to give her life to look after us.’ Sarah Lamont adds, ‘She did everything in her power to save us. So, it was our job to save her. Thanks to Dotsure, our brave-hearted Kei has made a full recovery. We want to share her story’.”
The dotsure.co.za commercial presents a heartwarming and dramatic narrative about Kei, the Lamont household’s pet from Boksburg, who saved their daughter’s life by attacking an intruder.
Even after she was shot within the face, Kei pursued the second wrongdoer. The 90-second commercial depicts the break-in, Kei’s heroic makes an attempt, the accidents she sustained, and her much more wonderful restoration.
