Nando's wives ad gets thumbs up
Cape Town - No reasonable person would take on more wives as a result of Nandos' "fathers of the nation" television ad, the Advertising Standards Authority (ASA) ruled on Tuesday.
It was giving reasons for rejecting a complaint against the commercial, in which comedian Chris Forrest plays a husband with eight wives, all wearing numbered sashes.
Forrest's character urges all "fathers of the nation" to take multiple wives, in order to live up to foreigners' preconceptions about South African men.
The ASA said the complainant, Miranda Heathcote, had argued that the advert was demeaning to women and portrayed them as sexual playthings.
In its ruling the ASA said the issue of polygamy had been widely discussed in the media "following, inter alia, revelations by President Zuma".
Likewise, there had been extensive coverage on incorrect perceptions held by foreigners.
"Add to this clear tongue-in-cheek humour, and it becomes highly unlikely that a hypothetical reasonable person would interpret the commercial as anything other than a spoof on these issues," it said.
"No reasonable person would think less of women in general, or start taking more wives as a result of viewing this commercial."