An advert portraying well-known rugby player Faf de Klerk as a typical patriot in a country where “bad things happen to good South Africans” has upset some Christians, but has been found not to be offensive or blasphemous.
The Budget Insurance advert shows De Klerk wearing his infamous South African flag swimming costume in various situations — standing to attention alongside his much taller teammates, working out, immersing himself in an ice bath and posing on a swimming pool floatie for a photographer.
He is then seen fully clothed driving away into a bumper bashing. He is then shown leaving a workshop in his repaired vehicle after a successful insurance claim.
The voiceover narrates throughout: “Who loves us so much that they gave us their body? Faf de Klerk. All five foot, seven inches and half. In the gym, his body. In the ice, his body. His body even load-shed for us ... If that’s not enough, he gives us ... What a good South African. Proudly flying our national treasure on his national treasures, making the ladies somewhat patriotic.
“But bad things happen to good South Africans. Faf deserves better. Thankfully he is with Budget, the official insurer of good South Africans, and just like that his big body is fixed with a lifetime guarantee because Budget doesn’t faff around. So come on South Africa, SMS Budget to 45385 and save R420 per month.”
Complainant Marie Duddle was upset by the advert and complained that it was disrespectful and was offended by a reference to “Faf giving his body to the viewers”.
The hype around the South African flag Speedo which showcases the actor’s body is underpinned by various good causes and has resulted in various community focused initiatives such as awareness campaigns around testicular cancer.
— Budget Insurance
She based this on the biblical reference to John 3:16: “For God so loved the world that He gave His only begotten Son.”
Budget Insurance responded by pointing out that the advert was intended to be humorous and lighthearted and could not be seen as discriminatory on the grounds of religion, conscience, belief, culture, or any other grounds, nor did it offend good taste or decency.
“The advertisement is not targeted at any religious considerations, nor does it contain any specific references to any religion. The statement is not intended to mock or to look down on religious views but to pay tribute to a national hero, Faf de Klerk, who helped the South African national rugby team win the 2019 Rugby World Cup,” the advertiser claimed, adding that De Klerk had allowed his public image to be used to support a campaign for Good South Africans.
“The hype around the South African flag Speedo which showcases the actor’s body is underpinned by various good causes, and has resulted in various community focused initiatives such as awareness campaigns around testicular cancer,” the advertiser claimed, adding that the complainant had misunderstood the statement regarding the rugby player’s body.
While the ARB recognised Duddle’s “concerns and sensitivities”, it was required to view the advert “objectively from the viewpoint of the hypothetical reasonable person”, someone “who is neither hypercritical nor over sensitive”.
“The context of the commercial is a lighthearted depiction of Faf parading around in his swimwear, in other words parading his body for all to see and giving his body to the game of rugby. The commercial does not in any way depict him being sacrificed, or is his body being offered to the advertiser or the viewers in a way that depicts a religious ceremony. The meaning is thus very different,” the board found.
No references were found to belittle or demean Christianity, and the fact that only one complaint had been received from “a majority Christian population”, it did not indicate widespread offence.
“The ARB is of the view that the commercial is not disrespectful or blasphemous towards the Christian faith, and is therefore not offensive in terms of the advertising code”.
The commercial continues to be flighted on various platforms.
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