The Advertising Regulatory Board (ARB) recently responded to a consumer complaint about a television advertisement promoting the DStv Premiership Soccer League, broadcast on SuperSport channel 200. The advertisement, which featured a mix of religious service and football fervour, sparked debate about its appropriateness and potential offense to religious sensibilities.
Pivotal moment
The advert shows a church where congregants engage in various activities while a preacher delivers a sermon. A key moment occurs when a young girl signals for change, causing a shift from solemnity to lively celebration. A male character, reminiscent of football coach Steve Komphela, takes to the podium, injecting fervent football-themed rhetoric into the congregation. The scene culminates in a joyous celebration, echoing the theme of the passion for football that fills everyone’s soul.
The complaint against the ad centred on allegations of blasphemy and disrespect for religious beliefs. However, the advertiser countered by emphasising contextual nuances. It argued that the depiction of a religious service interspersed with football elements was intended to resonate with sports fans, particularly fans of the DStv Premiership Soccer League.
Context
The key argument in the advertiser’s defence was the context in which the advertisement was placed, which targeted viewers interested in football culture. The ad highlighted the thematic link between the dress of the church congregation and the Moroka Swallows football club, suggesting an intended resonance with the target audiences.
Upon research, it was discovered that there are many churches and worshippers who wear their colours to church on certain occasions and are as proud of their allegiance to football as they are of their culture and religion, where football coaches like Steve Khompela are revered for their ability to inspire fans and players.
For example, documentaries such as Sunderland Till I Die show real churches praying not only for the health and prosperity of their congregations, but also for that of Sunderland Football Club.
In its assessment, the ARB considered the Code’s provisions on offensive advertising, examining the potential for the advertisement to denigrate religion or religious figures. Ultimately, the ARB concluded that the advertisement did not contravene the Code’s provisions. While acknowledging the potential discomfort that can arise from the juxtaposition of religion and sport, the ARB interpreted the advertisement as a representation of enthusiasm rather than disrespect.
