Cape Town – BMW South Africa has reportedly issued a statement in which they apologised for an advert that was construed as racist by some and complimentary by others, creating a divide on the issue.
The advert in question depicts a black woman standing in front of a BMW, with the caption reading: “We are our ancestors’ wildest dreams,” with the word “ancestors” being scratched out, sparking much debate on social media.
The BMW advert in question . pic.twitter.com/ABBG2nZHg2
— MAPHEPHANDABA (The Gossip Club) (@Maphephandaba1) January 8, 2023
South African poet, Ntsiki Mazwai said that she was appalled by the advertisement.
“What level of racism is this now?” she asked in a video.
“Where our things get used to sell white things. And which marketing agency authorised that and why the f*** is BMW being racist?
“They wouldn’t do this to any other religious practices, so why do they feel like they have a right to use African spirituality in their marketing campaigns?
“I am appalled. BMW is disgusting,” she said.
IOL reports that BMW Group South Africa’s product communications specialist, Hailey Philander, apologised on behalf of BMW SA.
“The BMW brand campaign was launched in August 2022 for mainly social and digital assets. It was completely locally produced.
“The broader campaign was spun off into a number of smaller out-of-home executions, including the one pointed out by you.
“BMW South Africa understands the wording of this example might have offended fans of the brand, for which we unreservedly apologise,” Philander was quoted as saying.
View some of the social media discussions here:
I don’t think there’s anything wrong with this ad. My people are starting to be entitled and overly sensitive to shit that don’t matter. Before we know it brands/agencies will shy away from using black models and colloquialism and we still going to have an issue. @BMW_SA #BMW pic.twitter.com/ND46x885Zu
— Themba Makhalemele (@TMak_06) January 9, 2023
Guys does anyone have the email addresses for the big bosses at @BMW_SA I’m not okay still……
That advert was not ok. It was not appropriate. It was racist and I’m not ok with racism.
Or do I organize a protest?
— MissNtsikiMazwai (@ntsikimazwai) January 10, 2023
In my opinion then @BMW_SA is affirming exactly that by saying I have gone beyond my ancestors wildest dream, that’s why I can now afford a BMW. Advertising is always a play on words and emotions. That’s the game.
— Ta’kaLilo (@MawandaMpiti) January 10, 2023
Today, I’m going to accept that “ndim-o wrongo” and I am humbly asking to those who may have a better understanding of what wrong @BMW did here? Are we not the ones who always say “We’re our ancestors wildest dreams”, I’m so confused, please unconfuse me?? https://t.co/xja07IZUeq pic.twitter.com/YMqAkkvSsx
— Skhali Seyi Nsizwa ??? (@Landless_Queen) January 8, 2023
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Picture: Twitter/ @Maphephandaba1
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Compiled by Junaid Benjamin
