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NOKUTHLA MABUZA and KEDIBONE MODISE
German multinational manufacturer of luxury vehicles and motorcycles, BMW, has apologized for its latest ad that media personality and poet Ntsiki Mazwai called offensive and racist.
The ad featured a black woman standing next to one of the brand’s latest BMW 5 Series models, and behind her was the phrase We Are Our Ancestors’ Wildest Dreams, with the word ancestors crossed out.
Hailey Philander, product communications specialist at BMW Group South Africa, said the advertising campaign was designed to showcase South Africa’s diversity and inclusiveness, not to challenge systems of communication. anyone’s belief.
The BMW brand campaign was launched in August 2022 for primarily social and digital assets. It was entirely produced locally.
The larger campaign evolved into a number of smaller out-of-home executions, including the one you reported.
BMW South Africa understands that the wording of this example may have offended fans of the brand, for which we unreservedly apologize, says Philander.
On Sunday, Mazwai, who never minces words, took to social media to express her outrage at the publicity.
Mazwai said: What is the current level of racism, where our business is getting used to selling white things? Which marketing agency authorized this? And why the hell is BMW racist?
They wouldn’t do this to any other religious practice, so why do they think they have the right to use African spirituality in their marketing campaigns? I am appalled. BMW is disgusting.
Following mixed reactions on social media, Mazwai shared another video on his social media platforms, hitting back at those who said the ad was not offensive.
If the BMW ad wasn’t offensive, no one would have been offended, Mazwai said.
I think what I see playing out is how broken black people are, how colonization and slavery have broken black people into thinking they don’t deserve respect, that advertisement was not aimed at whites or Indians.
These people never talked about their ancestors. They talk about their own gods and deities, so this ad was definitely aimed at black people. This is where racism begins. . . said Mazwai.
Other social media users also joined in and shared their views. -IOL News
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