'Dangerous' KFC ad banned in SA

Business Insider SA
  • A KFC ad featuring spinning cars has been banned from television by the Advertising Authority.
  • A complainant argued that the advert 'normalises a very dangerous activity.'
  • The ads authority upheld the complaint.

What was supposed to be a cool KFC advert featuring spinning cars has been banned from television after a ruling by the Advertising Standards Authority of SA (ASA). 
Behind the scenes: The KFC TV commercial shoot where a BMW gusheshe takes off for a spin inside a warehouse. (KFC South Africa)

In the ad, the iconic BMW gusheshe performs 360-degree spins inside a warehouse with a crowd cheering on.

Behind the scenes: The BMW gusheshe performing 360 degree spins in a warehouse with a crowd cheering. (KFC South Africa)

Viewer Jacqui Abrahams complained to the ASA that the TV ad "normalises a very dangerous activity in which people have been killed in South Africa."

KFC argued that the ad showcases "car spinning", which is recognised as a legitimate motor sport in SA, as it is accepted by Motorsport SA, the World Motor Sports Confederation and the Olympic Committee.

See also: We compared KFC’s new Dunked burger to its Zinger and Crunch cousins – and we’re not loving the ‘covered in motor oil’ thing

The fast-food chain also maintained that the scene took place in a closed and controlled facility; and that there are barricades and tyres to separate the vehicle and people in the scene.

But the ASA found that although safety precautions had been taken, it was not enough. 

"The commercial shows no warning from the performers, no safety gear, and no general safety precautions," reasoned the ASA.

Although the KFC advert explicitly stated that a professional driver is spinning the car, the ASA said this was not enough.

See also: SA can't get enough of RocoMamas 'smashburgers' - and now they're heading for India and the Middle East

The spinning took place in a warehouse and not in a car racing arena, the event also looks amateurish - and not like a sporting event.

The car spinning was "made to look fun, cutting edge and cool", and there wasn't any warning that it was unsafe and should not be imitated, the ASA says.

In 2010, MTN also released an ad that featured dangerous driving - which the ASA then also ordered off air due to safety concerns.

The MTN Ayoba Ad

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