Avatar executive steps down following backlash over video from international advertising festival
Veli Ngubane has resigned as co-Chief Creative Officer of leading South African advertising agency Avatar after a viral TikTok video showed him behaving inappropriately towards women during the Cannes Lions International Festival of Creativity.
Avatar confirmed that Ngubane stepped down with immediate effect following the incident.
In a statement, the agency said founder and Group CEO Zibusiso Mkhwanazi will continue leading the business, while Phil Ireland has been appointed interim sole Chief Creative Officer to ensure continuity for clients, employees and partners.
The resignation follows the circulation of a TikTok video posted by Coco Bassey, who shared her experience of an uncomfortable encounter with Ngubane during the Cannes event.
According to Bassey, she and a friend were approached several times by a man wearing a Cannes delegate badge who repeatedly asked them to “rate” him. Initially confused by his comments, they later realised he appeared to be intoxicated.
The women said they tried to respond politely, telling him he was a “10” in an effort to end the interaction. However, they alleged the situation became more uncomfortable when he replied that if he was a “10,” it meant he could take them back to his hotel room without question.
Feeling uneasy, the women began recording the interaction.
The video reportedly shows Ngubane admitting he was drunk and saying he still had to present an award before continuing to make remarks about the women’s appearances and asking them to rate one another.
Bassey said she noticed Ngubane turning over his conference badge after his employer was mentioned, suggesting he realised his behaviour was inappropriate.
Reflecting on the encounter, she said the experience was disappointing and highlighted the challenges many women face in professional environments.
“For me it was very disappointing to have this interaction. A lot of women go through this in the workplace. Nobody wants to be objectified at work or treated in such a disrespectful manner,” she said.
Avatar responded by reaffirming its commitment to maintaining high standards of professional conduct.
The agency said it expects all employees to uphold those standards and does not tolerate behaviour that falls short of its values.
“We do not tolerate behaviour that falls short of those standards, and we act when it does,” the company said.
Ngubane, one of South Africa’s best-known creative executives, has not publicly commented on the allegations or his resignation.
