MELBOURNE: Sportsbet.com.au, the online sports betting company, has pulled its FIFA World Cup TV campaign following a string of complaints denouncing the ad as racist.
The TV spot, created in-house, featured a group of Socceroos fans attending a language class in South Africa.
In a scene in the ad, the fans demand a refund from a black South African language teacher dressed in a tribal outfit because they have failed to learn the language.
However, facing a language barrier the fans fail to communicate their message so resort to using beer can ring pulls to make a series of crude noises to imitate their demand for their money back, which is subtitled in English across the bottom of the screen.
Sportsbet revealed to AdNews that the ad was launched across all free to air channels on Friday 11 June. The company received complaints from members of the public that the ad is “racist”. It was pulled from Sportsbet's on-air schedule on Tuesday 15 June.
The Advertising Standards Bureau has also received similar complaints about the ad, which is designed to promote sportsbet.com.au’s money back offer.
Sportsbet.com.au brand manager, David Galbally, defended the ad: “Whilst we do not believe our ad directly discriminates race or ethnic persons, we are very concerned that public opinion is suggesting the ad does this. It is apparent the message of the ad has not been received clearly.”
He continued: “The concept of the ad was that a group of Australian football fans had travelled to South Africa before the tournament to learn about the culture and language.
“Unfortunately the classes the fans have attended have not gone well and they want their money back.”
A spokesperson for the Advertising Standards Bureau told AdNews it had received more than 10 complaints on the grounds of discrimination and vilification. It has not yet not decided if the ad will go before the Advertising Standards Board.
The campaign was created by Sportsbet.com.au's in-house production team, despite the company retaining Leo Burnett Melbourne as its lead creative agency for brand advertising in August 2009. Leo Burnett did not work on the campaign.
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