volkswagon dont worry mon

One of the major Superbowl Sunday attractions is always the outlandish commercials and the money spent on them. One commercial already making the spotlight is Volkswagen’s “Sunny Side” ad which features a white guy named Dave expressing his happiness to his co-workers while speaking in a Jamaican accent.

At the beginning of the commercial, Dave is in an elevator with his grumpy co-workers and tells his co-workers “No worries, mon. Everyting will be all right.” Eventually the happiness becomes contagious and everyone is sitting in the backseat of Dave’s “happy mobile” with their insta-accents.

COPY CODE SNIPPET

A few critics have complained about this commercial being “insensitive”. On NBC’s The Today ShowBarbara Lippert, editor-at-large at mediapost.com, said she believed the commercial was racist because it was “just saying that black people are happy.” New York Times columnist Charles M. Blow said during an appearance on CNN that the advertisement was like “blackface with voices.”

Interestingly enough, Jamaican officials don’t seem to understand why everyone’s making a fuss over it.  Opposition lawmaker, Ed Bartlett feels the commercial “is a perfect illustration of Jamaican culture’s global reach and our uncharacteristic penchant to be happy even in challenging situations.”  Tourism Minister Wykeham McNeill thinks the Super Bowl commercial has the potential to increase tourist arrivals. “I think this is a very creative commercial which truly taps into the tremendous appeal that brand Jamaica and its hospitable people have globally,” McNeill said in a late Tuesday statement.

Even the legendary Jimmy Cliff, who is the voice of Get Happy, is actually pretty happy with the ad. On his Facebook page he stated:

I chose to record the song that’s part of the Volkswagen Super Bowl campaign because it has a great message and it is something that people can apply to everyday life. I have travelled around the world many times, met all types of people and played in front of millions throughout my career. I have personally seen the positive effects of reggae music and Jamaican culture. I am a proud Jamaican and stand by this campaign, I feel like people need to focus on peace and unity. Blessed love.

Could it be that the majority of the people who find this commercial racist, don’t have a sense of humor and don’t realize Jamaica isn’t just made up of black people with accents, but Asian, White and Latino as well? On CNN’s Starting Point, Volkswagen’s marketing officer,Tim Mahoney said, “We actually talked to about 100 Jamaicans in the research, and we had a speech coach on site to make sure it was as authentic as possible.”

What’s your opinion? Do you think the ad is racist?

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  • Hmmm…

    “…our uncharacteristic penchant to be happy even in challenging situations.”

    Ha!

  • ALo

    Its not racist. Clearly the dialect is Jamaican and I agree that Jamaicans are not only Black. For all we know, the guy just got back from Jamaica where he rented a VW. These critics are overreacting.

  • kima

    I am not offended by the commercial. But I was somewhat uncomfortable watching it. Most people associate a Jamaican accent with black skin; black people are often portrayed as lazy and not serious about work or anything else, while whites are portrayed as being “about their business”. There are are no black people shown working in this office. In the commercial, the people without the accent seem to be hard at work, while the guy with the accent is at work, but never shown working. He just seems to be wandering around, chatting with his co-workers, getting coffee. In the meeting, the company outlook is described as dismal. Instead of getting to work to improve this, this guy takes a break to go driving around, convinces his coworkers to join him and then returns late from the break.