South Africans love a good laugh in ads, but the latest LekkeSlaap spot crossed a serious line. Consequently, the Advertising Regulatory Board (ARB) ruled the Lekkeslaap ad ruled offensive. For instance, it features influencer Tali from Tali’s Wedding Diary. Meanwhile, a male fan named Hannes follows her around an airport.
Tali films herself promoting LekkeSlaap travel deals.
While doing so she says,“Howzit guys I am travelling with LekkeSlaap. I’ve just come from a game lodge in the Kruger.”
Suddenly, Hannes leans in and chimes, “Kruger! Man I love that plek.”
She looks annoyed and walks away. However, he keeps following and commenting.
Complaints Flood In
Everyday people spotted the problem fast. For example, one complainant shared an image of Tali’s fearful face. They argued the Lekkeslaap ad ruled offensive ignores boundaries.
“Gender-based violence starts when ‘no’ gets disregarded,” the complainant told the ARB.
Additionally, another said Hannes invades her space makes her uncomfortable and runs after her.
Moreover, South Africans face harassment in public spaces daily. As a result, this ad hits too close to home for many women.
LekkeSlaap Defends the Joke
Nevertheless, the company fought back. They called Hannes a well-known character full of over-enthusiasm and brand fandom. Never aggression or menace. Instead, Tali performs exasperation not real distress. The ad stays satirical and slapstick. Furthermore, LekkeSlaap claimed tons of positive feedback.
ARB Delivers Tough Verdict
Yet, the watchdog rejected those excuses. “It was just a joke” and “nothing bad happened” echo what women hear in real harassment cases the ARB directorate noted. Specifically, following a running woman ignores her pleas and tracks her travel. That meets harassment definitions.
Additionally, the board admitted the call split members. Some saw pure humor with no malice. But the majority declared the Lekkeslaap ad ruled offensive. Therefore, they ordered no more airings.
Brands must think ahead in today’s world. After all, humor that normalizes ignoring boundaries risks real harm. LekkeSlaap learned that lesson the hard way. Ultimately, South Africans demand respect in ads and life.
