Advertising Authority demands dotsure pulls heroic dog TV advert

The Advertising Regulatory Board has deemed a recent television advertisement by leading online pet insurance company, dotsure, unsuitable. The ad was based on true events that were widely covered in the news, celebrating a heroic pet named “Kei”, who was shot by an intruder while defending his family during a house break-in. The ARB made the ruling after only two complaints were lodged, including one from a Mr D Ogg?

The dotsure advert tells a very touching and emotional story of how Kei, the family pet of the Lamont family from Boksburg, saved their daughter’s life by attacking an intruder. Even after she was shot in the face, Kei followed the second perpetrator.  The story of the break-in and Kei’s heroic efforts, as well as the injuries she suffered and her even more heroic recovery, is tastefully portrayed in the 90-second advert.

The Advertising Regulatory Body Directorate ruled that the story could be told without traumatic detail and re-enactment, claiming the choice to use triggering sound effects and traumatic detail unjustifiably plays on the fear that most South Africans have about safety and their pets.

‘With all due respect to the ARB, we disagree wholeheartedly with this outcome. Since the launch of the ad, we’ve had an outpouring of support and positive feedback from the public. It’s a beautiful, hopeful and absolutely authentic story about a truly heroic pet. Kei’s story deserves to be told and it’s a shame that the ARB has allowed this outcome. Our experience is that most South Africans who saw the ad agree that this story needs to be told,’ says Glen Anderson, Managing Executive at dotsure.

In the advert the Lamont family recalls their harrowing escape during the robbery and the emotional journey that followed. Warren Lamont says, ‘Kei was willing to give her life to look after us.’ Sarah Lamont adds, ‘She did everything in her power to save us. So, it was our job to save her. Thanks to dotsure, our brave-hearted Kei has made a full recovery. We want to share her story.’

Aside from the two complaints lodged with the ARB, the advert has been favourably received with over 3 000 views on YouTube.

Despite the outcome, dotsure is undeterred and committed to telling this heroic story. dotsure salutes you, Kei!