But does it work?

Loerie winning Apartheid Museum ad comparing Trump and Verwoerd is 'fake news'

FILE: US President Donald Trump. Picture: AFP.

That last quote by Donald Trump about black people being lazy was not something that they could’ve had audio of, because he was only ever accused of saying it in a book written by a disgruntled employee back in the 1980s … Some of the phrases attributed to Verwoerd were from a fake speech attributed to P.W. Botha. It was a rewriting of his Rubicon Speech in which they added additional words…

Graeme Codrington, TomorrowToday

I agree it’s problematic… it has only come to light now in the wake of your show… it’s been judged in good faith…

Andrew Human, Loerie Awards

The issue is whether he actually said that… brands depend on trust… the Apartheid Museum has a superb reputation…

Andy Rice

On Tuesday Bruce Whitfield featured a radio advertisement for the Apartheid Museum on The Money Show.

(Read: Donald Trump sounds just like H.F. Verwoerd in award-winning Apartheid Museum ad)

TBWA Hunt Lascaris created the ad that won gold at the weekend’s 40th Annual Loerie Awards.

In the ad, Donald Trump sounds just like H.F. Verwoerd during the darkest days of apartheid.

However, it seems that some of the audio from the advert is fake.

Whitfield interviewed TomorrowToday futurist Graeme Codrington and branding and advertising expert Andy Rice, who featured the advert on Tuesday’s show.

He also spoke to Loerie Awards CEO Andrew Human.

(Scroll down to below the quotes for a statement by TBWA Hunt Lascaris.)

Listen to the interviews in the audio below (and/or scroll down for more quotes from it).

It does appear that the Apartheid Museum has taken a bit of licence with some of the quotations they used.

Graeme Codrington, TomorrowToday

We don’t fact check… whatever your belief, at least base it on fact… then we can debate it, and we don’t all have to agree…

Graeme Codrington, TomorrowToday

Agencies submit their work… they sign a confirmation with us that says they are responsible for the work, and that it has been approved by their client… and it has also been flighted [commercially]… also, it may not have been ruled against by the ASA…

Andrew Human, Loerie Awards

We are waiting for the agency to give us a detailed response.

Andrew Human, Loerie Awards

TBWA Hunt Lascaris statement:

TBWA Hunt Lascaris confirms that it inadvertently took some of the sources believed to be trustworthy and used them in its recent award-winning “Past and Present” campaign at face value and should have dug deeper.

The company’s internal investigations in which all sources were submitted for further verification revealed that 7 of the 27 quotes it used in the campaign appear to be in question as to their true authenticity.

The campaign, which is no longer on the airwaves, was a three-part series for the Apartheid Museum which compared the quotes of famous people in history. The campaign juxtaposing Verwoerd and Trump won an award at The Loeries Awards a week ago.

The campaign drew attention to a message which remains highly relevant - the uncannily similar quotes made by apartheid architect Dr HF Verwoerd and US President Donald Trump.

“We always apply in-depth research and fact-checking in all our work and it was certainly never our intention to attribute the wrong quotes to anyone. For that we unreservedly apologise. But the lesson is certainly that even trusted sources need to be questioned,” says TBWA CEO Sean Donovan.

The four questionable sources were from a purported speech, a book which is currently in circulation and a major international newspaper specifically the New York Times.

“We certainly apologise for taking those sources at face value and had no malicious intent to misrepresent the facts. We trusted them and had no reason to doubt that the sentiments being expressed were not those of either Verwoerd or Trump,” he says.

TBWA is in communication with The Loeries and has provided full details of their investigation. As a proactive measure and to ensure the integrity of the Apartheid Museum, the agency has pulled the campaign and will be handing the award back.

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