Online pet insurer dotsure.co.za has defended one of its adverts that was recently deemed unsuitable for television by the Advertising Regulatory Board (ARB).
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The ad was based on true events that were widely covered in the news, celebrating a heroic pet named ‘Kei’, who was shot by an intruder while defending his family during a house break-in.
In a statement, dotsure.co.za said that the ARB made the ruling after only two complaints were lodged, including one from a ‘Mr D Ogg’.
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The dotsure.co.za advertisement tells a heartfelt and emotional story about Kei, the Lamont family’s pet from Boksburg, who saved their daughter’s life by attacking an intruder.
Even after she was shot in the face, Kei pursued the second perpetrator. The 90-second advertisement depicts the break-in, Kei’s heroic efforts, the injuries she sustained, and her even more heroic recovery.
The Advertising Regulatory Body Directorate ruled that the story could be told without triggering sound effects and re-enactment, claiming that using them unjustifies the fear that most South Africans have about their pets’ safety.
‘With all due respect to the ARB, we disagree wholeheartedly with this outcome. 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.’ says Glen Anderson, managing executive at Dotsure.
In the advertisement, the Lamont family recalls 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.’
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Aside from the two complaints lodged with the ARB, the advert has been favourably received, with over 3 000 views on YouTube.
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Picture: Supplied
