The advert shows several collated video clips, where men - who are mostly white - do a myriad of positive activities with their children to celebrate yesterday’s Father’s Day.
The video advert was captioned: “Happy #FathersDay to all amazing dads out there”. But Twitter users were scathing of the advert, arguing the campaign showed that only white men made good fathers.
One user, Pholoho Selebano, wrote: [email protected] first you raised R250000 for Knysna fires, but have never donated to the shack fire victims. Now an anti-Black fathers day ad (sic).”
Peter Cronje, head of marketing at the insurance company, agreed that the advert was “demographically inappropriate”, and said it was an “innocent mistake” by a junior employee.
He said the Knysna money collected went to the majority black neighbourhoods of the town.
One user sarcastically congratulated the company for turning what should have been a celebration of all fathers, into a celebration of white fathers.
This doesn't accurately represent FATHERS of all races in South Africa. I have a feeling a lot of your clients will cancel on you tomorrow— Ange Saint-Truth (@angesainttruth) June 18, 2017
Another user also attacked Outsurance for raising funds of the Knysna fire victims while failing to do the same thing for victims of shack fires.
Celebrities also reacted to the video, with the likes of actress Rami Chuene posting a montage of pictures which could have been used to celebrate fathers.
Actor Hlomla Dandala also weighed in on the matter, saying the advert clearly demonstrated how fatherhood was clearly not a black thing.
Good Fathery is clearly not a black thing, I see. Or is that something you guys choose not to see? https://t.co/d6I7Hog5Rv— Literate Lion (@HlomlaDandala) June 18, 2017
When contacted for comment, Outsurance said it was aware of the post and has since apologised for the "offensive" advert.
Some of the reactions to the advert:
Well done to @OUTsurance who have managed to turn a celebration about fathers to a celebration of white men 👏🏽👏🏽👏🏽.— (South) Afri_CAN® (@MalesJ) June 18, 2017
So wait @OUTsurance, are you saying that black dad's aren't awesome dad's? SA can we not let this slide, pls!! This is just so wrong— Mpule (@mpulay) June 18, 2017
OMW! Anyone else recently seen @OUTsurance's Life Insurance ad – the one where the dad dies? I'm shocked at the insensitivity of it! Shocked— Eulogi (@Eulogs) June 17, 2017