‘Celebration of triumph’: Windhoek Lager TV ad sends wrong message, says traffic watchdog

2013-03-15 00:00

THE Road Traffic Management Corporation (RTMC) has taken issue with an alcohol television advert that features physically impaired poet Mak Manaka.

It says that associating alcohol with success sends the wrong message to the public.

The corporation argued that the image created by the latest Windhoek Lager advertisement could mislead viewers into believing that alcohol played a positive role in achieving one’s goals against all odds.

However, Brandhouse, the agency responsible for the advert, said the campaign celebrated the triumph over adversity by various individuals, including Manaka.

“Our official position on this Windhoek advert in particular and our brand campaign on Windhoek in general depicts stories of strong characters, celebrating the triumph over adversity by various individuals, including Mak Manaka,” said spokesperson Michael Mabasa.

He said they believed Manaka’s story of overcoming paralysis and achieving his goal of becoming a celebrated poet was in line with the story of strong characters overcoming adversity.

Collins Letsoalo, acting CEO of the RTMC, said statistics released by independent research institutions reflected that alcohol played a major part in more than 65% of road fatalities.

“Given the statistical reality of the impact of alcohol, it goes without saying that alcohol advertisements that depict glory, success and fame can be considered irresponsible and impressionable, particularly among the vulnerable youth,” said Letsoalo.

Mabasa said the company regretted the negative interpretation that the RTMC had drawn about the advert.

“He [Manaka] is indeed ‘made of the right stuff’ and this is why he is associated with our ­storyline,” he said.

Join the conversation!

24.com encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.

Inside News24

Traffic Alerts
There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.