You’ve probably seen the Cell C humping dog ad and maybe you think it’s funny or maybe you think it’s offensive. Whatever your opinion the Advertising Standards Authority of South Africa (ASA) ruled that the Cell C humping dog ad can stay and does not violate the ASA rules.

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The ad depicts a man being humped by a dog every time he spends money as a metaphor for being “screwed”. The dog finally gives the man’s leg a break when he enters a Cell C store, meaning that Cell C won’t screw you. 28 people didn’t find this ad funny at all and approached the ASA with complaints that:

  • The advert is misleading in that it portrays dogs in a disgusting light and portrays behaviour not normally associated with dogs;
  • It amounts to animal cruelty; and
  • It depicts content of a sexual nature that most viewers will find offensive and disturbing.

The ASA disagreed with these allegations and stated that:

Whether people are comfortable with the behaviour or not, it is common in dogs – and parents’ discomfort to discuss the facts of life should not be grounds for ruling against the advert.

The ASA also dismissed the allegation that the ad amounts to animal cruelty finding that an animals welfare investigator was present during the filming of the ad and that a puppet was used with a dog’s face added using CGI technology. Cell C assured the ASA that the dog’s dignity was respected during filming and that she was not expected to hump anything during filming.