Cheeky Integer advert is just ‘light-hearted fun’

2008-08-18 00:00

Home loans company Integer has run a seemingly tongue-in-cheek advert in a major newspaper that appears to be aimed at First National Bank’s recent decision to re-assess certain bonds.

The advert displays the words “Find a New Bond?” with the letters FNB prominent in a bigger and bolder typeface.

At first glance, one might even think it is an FNB advert. However, upon closer inspection, it becomes clear that this is actually a cheeky Integer advert.

It is understood that the advert was prompted by FNB’s statement last week that certain bonds that have been approved, but not yet registered, are being re-assessed.

In the advert, Integer, a recently established home loans company, urges consumers to talk to Integer if their banks have stopped talking to them.

Integer CEO Simon Stockley told The Witness yesterday that he is not unduly worried about the potential repercussions of the advert.

“It is really just light-hearted fun. We’re the new kids on the block and we’re trying to shake up the industry a bit,” he said.

He conceded that a complaint to the Advertising Standards Authority of SA (ASA) is a possibility and said that although the advert has been run in this spirit, he acknowledges that bonds are considered serious issues by South Africans.

FNB and the ASA both declined to comment when approached by The Witness yesterday.

kavith@witness.co.za

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