Organisers of Loeries, South Africa's premier advertising awards, have created a series of tongue-in-cheek adverts that ride the coat-tails of the soccer World Cup - but carefully avoid any words or images that relate to the event.The cheeky ads come hard on the heels of the legal spat between Kulula and Fifa over a series of print ads by the budget airline, which the football body said contravened several of its trademarks.
In the end Kulula was forced to withdraw the adverts, which described the airline as "unofficial national carrier" of the "you know what", and included footballs, the SA flag and vuvuzelas. Since they’ve designed a new, possibly cheekier, ad.
Andrew HumanI think people should stop overreacting and be open to humor...
Andrew Human, Chief Executive Officer of the Loerie Awards, denied that the Loerie ads were poking fun at Fifa or the World Cup."We haven't stepped on anyone's toes, but then we haven't been trying to," said Human, adding that the awards were "not trying to benefit financially (on the back of the World Cup)".The 10 ads, designed by Ogilvy,
"We've built the airports. We've cleaned the roads. We've trained the police. And finally, the time has come, to welcome the world to the biggest event of the year: The 2010 Loerie Awards. Be a part of history and enter your work at www.loerieawards.co.za," is the copy on one advert.
Another advert reads: "The 2010 stadium is ready!", but it shows a picture of the Good Hope Centre, the venue for the Loerie awards, with much smaller type proclaiming: "It's been ready since 1976-'.
The main idea behind the Loerie campaign was centred on 2010 being a "big year" for
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