- Complainants argued that the advert promoted excessive drinking because it linked alcohol to happiness.
- The commercial stars actor Ian Roberts in a nostalgic farmhouse setting filled with humour and playful banter.
- The Advertising Regulatory Board decided that viewers were unlikely to take the slogan at face value.
A Wildebeest Brandewyn brandy commercial has sparked debate after complaints were lodged over its slogan, claiming that “the more you get, the happier you are.”
The commercial features Ian Roberts as a "witty oupa" character on the stoep of a South African farmhouse, where he shares jokes and drinks with his younger relative Kleinjan.
The advert leans into familiar South African humour and relaxed banter between the two characters. Kleinjan looks for drinks on top of the fridge before being told, “It is not on top but inside,” a moment that taps into nostalgia and local humour.
The advert’s key moment comes when the older man reflects on brandy and tells Kleinjan, “Brandy is like love, the more you get, the happier you are.” This remark became the focus of complaints to the Advertising Regulatory Board.
One complainant who works as an addiction counsellor said the advert sent a dangerous message by suggesting alcohol brings happiness and value to people’s lives. Another complainant felt the wording encouraged excessive drinking by implying that people become happier the more alcohol they drink.
Advertisers defend the commercial as exaggerated humour
Bundu Brands, the alcoholic beverage company that produces and markets spirits and ready-to-drink alcoholic beverages, including Wildebeest Brandewyn and Bobbejaan Herbal Liqueur, argued that the commercial was fictional and comedic and that it was clearly meant as exaggerated humour rather than a factual statement about alcohol.
The advertisers also said the commercial did not show intoxication, reckless behaviour, violence, binge drinking or anything dangerous. Instead, it shows two adults calmly sharing drinks and having a light-hearted conversation.
The Advertising Regulatory Board agreed that the commercial relied heavily on humour, nostalgia and recognisable South African cultural references. The Directorate highlighted Ian Roberts’ role as the familiar oupa and concluded audiences were unlikely to take the slogan literally.
According to the ruling, the advert created “a nostalgic and amusing reference to South African culture that the audience is unlikely to take seriously.”
Regulator notes discomfort over slogan
Although the complaints were dismissed, the Directorate admitted feeling uneasy about the wording in the advert and recognised concerns about binge drinking in South Africa.
The ruling said the slogan “could have been more carefully scripted to avoid any implication of condonation of overindulgence.”
Despite these concerns, the regulator concluded that the commercial did not actively encourage irresponsible drinking because the characters were not shown drunk or behaving recklessly.
The Directorate also found that the slogan was more about the older character’s personality and humour than a serious promise that alcohol leads to happiness.
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