By: Natasha Archary
A controversial BMW ad campaign has sparked a racism uproar on social media.
In the printed billboard which has received thousands of mixed responses, the words “We are our ancestors’ wildest dreams” are emboldened with a black woman posing in front of a new BMW.
However, the word ancestors’ has been struck through, which is what has triggered the racism debate.
The word is one that has been associated with the spiritual and traditional beliefs of black people.
While many have pointed out that BMW was referring to their past models that sparked the latest design, others seem to think the decision to scratch through ancestors has hidden racist meaning.
Many wanted to know whether the ad agency who approved the ad campaign was aware of just how deeply offensive the advert is.
We are our ancestors’ wildest dreams
The BMW ad campaign seems to take people back to the past which resulted in the ancestors of black people being edited and erased due to slavery.
To say, “We are our ancestors’ wildest dreams” is symbolic of generations of black people who couldn’t make their dreams come true because of oppression and colonialism.
The campaign is also being looked at as making a mockery of the pain and dispossession of black people.
Black people who couldn’t afford to one day own a branded vehicle, due to being denied equal opportunities due to systemic racism and apartheid.
To now be using the term ancestors so loosely when what the word represents for the black community is considered the height of insensitivity.
The irony of the ad campaign is that the brand probably didn’t even realize that they are offending and ridiculing the pain of the very people they want to buy their product.
A number of South African celebrities, including Anele Mdoda and Ntsiki Mazwai have called out BMW for insulting black people and their spiritual beliefs.
Dear BMW. Whilst I have mad love for you, your at agency does not get it. AT ALL pic.twitter.com/OEubiamwXJ
— Anele Mdoda (@Anele) January 9, 2023



