Pineapple, the digital insurance provider known for its low-cost online car insurance and bold, unconventional campaigns, has welcomed the decision by the Advertising Appeals Committee (AAC) to overturn the Advertising Regulatory Board’s (ARB) initial ruling that one of its billboards was offensive and discriminatory.
The ad at the centre of the ruling, which read “Battery go flat? Battery get jumped. Not a tsotsi. Pineapple!”, was part of a broader series using playful, minimalist messaging and pop culture references to show that car insurance doesn’t need to be complicated. A single consumer complaint triggered the ARB’s initial decision, which was later overturned by the AAC on appeal.
In its ruling, the AAC found:
- No reasonable link between the term “tsotsi” and the stereotyping of beggars or economically disadvantaged people;
- No breach of the ARB Code related to offence or discrimination;
- That while the advertisement may have caused confusion, it did not violate advertising standards.
“We respect the process and the opportunity to clarify our intent,” said Marnus van Heerden, CEO of Pineapple. “We’re glad the Appeals Committee saw it for what it was — a misunderstood attempt at humour, not malice. Our goal has always been to simplify car insurance, and if we can make it a bit more entertaining too, that’s a win.”
Pineapple’s bold and unconventional approach to advertising has resonated with South Africans, recently earning the company the Grand Effie Award for the most effective advertising campaign in 2024. The brand has gained widespread recognition for its lighthearted and engaging billboards, which simplify complex insurance concepts in a relatable, memorable, and uniquely South African way.
Although the billboard in question has since been retired as part of a regular campaign refresh, the public confusion and media interest sparked a cheeky follow-up series under the line.
- “Anyone else confused by these Pineapple billboards?”
- “Any PR is good PR? No? OK.”
- “We could’ve just said ‘great insurance’… but nooooo.”
- “Apparently, there is such a thing as too far out the box.”
- “Let’s just pretend GPT wrote this billboard, shall we.”
- “Long story short, we sell insurance.”
Pineapple’s Chief Marketing Officer Nichole Shub explained: “They were a self-aware nudge at the fact that people were confused, and we kind of loved that. The truth is, the confusion gave us a chance to poke a little fun at ourselves. We’re not always going to get it right, and that’s okay. The follow-up billboards were our way of saying, ‘Yep, advertising is hard.’ But long story short, we sell insurance. The worst thing you can be in advertising is forgettable — and this moment proved we weren’t.”
The AAC ruling also underscores an important precedent in South African advertising: creative freedom, consumer interpretation, and context all matter. The committee recognised that while the ad may have “missed the mark” for some, it did not violate the Code and should be judged within the bounds of reasonable, democratic discourse.
