This Ad for ‘Feed A Child SA’ has caused absolute pandemonium on social media and with the ASA. There have been a large number of complaints to the regulatory body about the advert from consumers citing it as racist and derogatory.

Ogilvy said yesterday it was aware of the negative reaction to the ad: “The Feed a Child commercial was created .[sic] with the aim of drawing attention to the extremely important issue of malnutrition in South Africa .

“It was not our intention to offend in any way and therefore we unreservedly apologise for any offence caused,” the agency said.

Their point in all the responses given is that this ad has done exactly what they wanted it to (even if it has also been brought under fire): it has brought the subject of starving children into the limelight where it should be. While the ad was initially removed from YouTube, it seems to have been put back at present but with the ASA investigation ongoing , it may be forced to be removed again.

Have they overstepped the mark or is this shock advert what is necessary to raise awareness? Does it make it okay to use such a strong shock factor when it comes to charity awareness?

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