AMERICAN FOOTBALL

Volkswagen is going ahead with Super Bowl ad that is criticised as racist

PUBLISHED : Thursday, 31 January, 2013, 12:00am
UPDATED : Thursday, 31 January, 2013, 4:26am
 

Volkswagen is going ahead with a Super Bowl ad that some critics are calling racist because it depicts a cheerful white office worker speaking in a Jamaican accent.

Titled "Get In, Get Happy", the 60-second spot has been seen more than 614,000 times on Volkswagen's YouTube site.

"No worries, mon, every-ding will be all right," Dave, the commercial's Beetle-driving lead character tells his grumpy workmates. "Turn da frown dee other way around."

"I was shocked... This is so racist," said Barbara Lippert of Mediapost.com.

Mark Gillies, a communications manager at Volkswagen of America, said the ad - with a soundtrack from reggae giant Jimmy Cliff - had been tested before "a diverse audience" that included Jamaicans. "The message of the ad, which some people seem to have lost, is that you drive something like a Beetle, and it brightens your day up," he said.

Share

Send to a friend

To forward this article using your default email client (e.g. Outlook), click here.

Enter multiple addresses separated by commas(,)

CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Image CAPTCHA
Enter the characters shown in the image.