A viewer who claimed a Standard Bank TV ad featuring an astronaut was one giant leap backwards for black mankind has been brought down to Earth by the advertising watchdog.
Jeffrey Matshabula said the ad created the impression that black men or black fathers are blockers of black girls' dreams.
The one-minute commercial that upset Matshabula shows an astronaut entering an apartment where a couple and their daughter are watching TV. “A voice-over says, 'A better tomorrow starts with one small step today, so when will you take yours?' The commercial ends with the Standard Bank logo, and the slogan, 'It can be'.”
A still from the Standard Bank ad shows the girl gazing at the moon with a model of the solar system on her desk.Law firm Bouwers, responding on behalf of Standard Bank, told the regulator the ad was clearly intended to be funny and contained no references to race or any stereotyping.
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