Vodacom Group CEO Pieter Uys has slammed Cell C over its advertising campaign that targets the cellphone giant’s rebranding to the red identity of its parent Vodafone.
Uys says Vodacom is not averse to “playful advertising”, saying the company has used humour in its own campaigns since the launch of its “Yebo Gogo” campaign.
“We believe advertising should bear some resemblance to reality, and the Cell C campaign didn’t. The issue here is with a company that has a track record of misleading consumers and repeatedly being censured by the ASA [Advertising Standards Authority].”
Uys’s strong statement follows a ruling by the ASA forcing Cell C to pull its most recent radio, print and television ads. The campaign references Vodacom’s new branding campaign. The company’s brand ambassador, comedian Trevor Noah, derides Vodacom’s brand changes as superficial, claiming Cell C has the country’s best mobile network.
Vodacom hit back by filing an urgent complaint at the ASA, accusing Cell C of “disparaging” its brand and products. — Staff reporter, TechCentral
See also: Cell C loses ad battle with Vodacom
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