Clientele Life refuses to withdraw commercial

The message of the commercial is that one should take out the appropriate life insurance to deal with the surprises of life: "Life is unpredictable. Be prepared."

"The scariest thing here is that the ASA might give an adverse ruling because of a few complaints. That is why talked-about television commercials are so rare," says Vivienne Vermaak, writer and director of the ad.

"Nanny-ing of consumers should stop. Authorities underestimate the intelligence and savvy of South African consumers. Ordinary South Africans cope with real life every day. They cope with seeing it on tv as well."

"Our approach was an open and honest one, which brought to life the reality that is faced by millions of South Africans every day." says Gavin Soll, CEO of Clientele Life. "We have on many occasions shared the trauma that a bereaved family goes through when losing a loved one and also the added trauma when inadequate provision has been made for funeral and other expenses."

Last week, the Clientele Life call centre was abuzz with phone calls, many complimentary, others expressing horror and describing the commercial as "graphic" and "shocking" and accusing the advertiser of insensitivity towards a country in which thousands of people die on the roads annually. One complainant demanded a public apology.

Chris West-Russel, executive producer for African Motion Picture Company, also says it would be a pity to see the ad pulled, considering the lengths gone to create such a realistic slice of South African life. "We knew the risks involved with airing such a forceful and gutsy commercial, but it is truthful. It is important to create awareness about how necessary it is to be prepared and to have a choice."