Latifah Muhammad

Volkswagen Super Bowl Ad Accused Of Being Racist [VIDEO]


One of two potential Super Bowl commercials advertising the new Volkswagen Beetle has been looked at as racist. The spot, which has been released early to gauge consumer response, features a White worker  (“Dave” from Minnesota) mimicking a Jamaican accent.

As “Dave” goes through his day he’s heard encouraging his co-workers with the words of the late Bob Marley, saying “No worries mon! Every-ting will be alright.” The premise of the ad is to correlate driving the car with being happy, but that idea may be lost in translation.

The German car manufacturer hasn’t yet decided if the ad will be used, and since Volkswagen is expected to spend as much as $10 million  for the spot, the financial risk may not pay off. “If I put this in financial terms, it would give me hives,” said VW general manager of marketing communications, Justin Osborne. “I can’t look at the zeroes I just have to look at the sum of the parts.”

In the past VW has had success running ads during the Super Bowl. The mini-Darth Vader ad in 2011 was a huge hit on YouTube with more than 12 million views, and a similar commercial run last year also did well, but the company is looking to expand. “You put yourself into a creative box if you build everything around Star Wars,” noted Tim Mahoney, chief product and marketing officer at USA Today. “We opted for a larger statement about the brand.”

Of course this isn’t the first time that a Super Bowl ad has been called racists. The casting call for a Acura commercial featuring Jerry Seinfeld was blasted for looking for an “African-American car dealer” that was “not too dark,” to star alongside the comedian.

View the VW commercial below.

Photo: YouTube

Comment Comments: 3 Tags Tags: racist, volkswagen Views Views: 1

More Stories From Hip-Hop Wired

Leave a Comment

  • YOLO

    How can speaking in a dialect be racist? That
    dialect reflects a culture and an attitude, not a skin color. As anyone that’s
    been to the caribbean can attest, there are lots of different faces down there
    speaking patois – from european descent, to chinese descent, to east indian
    descent, to african descent. So by equating a patois with a skin color, YOU are
    using racial stereotypes.

    Besides, if using a patois when you’re not actually from Jamaica is racist,
    then 80% of the reggae bands worldwide are racist.

  • QuantamPro

    You would think a German company would have tried to keep away from racist stereotypes. Still there is always money to be made in portraying black people as happy go lucky. I’m surprised they didn’t put the white actor in blackface.

  • a b

    Im sick of non Caribbean pope trying to do a Caribbean accent . what the f is funny about it?