ZAlebs On The BMW Scandal

BMW might be one of the most lauded car brands in South Africa. However, that does not mean that the brand has not had its fair share of scandals in the past few years. Specifically, for misappropriating African spirituality and local culture.

Read more: Anele Mdoda Comes For ZAlebs

 

The most recent before the current scandal was that which involved Hip-Hop legend Kwesta. This is as the brand created an advertisement which closely resembled his Spirit music video and “sampled” his song without his permission. 

 
Read more: Ntsiki Takes Offence To Nota Comparisons

Actions which had led Kwesta to file legal action against the brand. While the verdict was never shared or whether the matter has been concluded in court already. BMW had already found itself in yet another scandal. 

 

 

Social media was abuzz earlier this week when an image of BMW’s latest marketing campaign was shared. The marketing campaign was a “play” on the now popular term of, “we are our ancestors wildest dreams.” A quote which was made into a slogan following the win by former Miss Universe Zozibini Tunzi. 

 

However, BMW twisted the slogan or mantra for some by cancelling “ancestors” to suggest, “we are our wildest dreams.” 

 

Hi @BMW this is an insult to Africans. Did you authorise this ? pic.twitter.com/9Cy92u4dw7

— MamaWinnieJr (@Dimpho_Mokwala) January 7, 2023

Safe to say when the campaign landed on social media, most of Black Twitter was in arms as the campaign seemed to co-opt a phrase which was meant to uplift the imagination and ideations of black prosperity into the idea of individualism, which is arguably a “white, colonial” ideation, as Busiswah highlighted. 

 

They could have left ancestors out of it completely. They’ve left black people out of their campaigns for a long time but once they include us they still belittle our own affirmations.

— Her Majesty (@busiswaah) January 8, 2023

Black people: Turning molehills into mountains since Wokeness 2021.

— #RIPDjDimplez (@C_liveDj) January 8, 2023

You do know every race has an ancestor right 🤔? It’s those people in your family line who lived before you & have passed on 🤷🏾‍♀️….

— Thato (@MizzThatoTee17) January 8, 2023

This thing of “me” proves ubuntu has been eroded from our society by secular consumerism, the very reason why this ad existshttps://t.co/tNg3GOFnf8

— Malume (@BigUncleZA) January 8, 2023

In the black community, this phrase originated from black people cementing black power / finding our voices & those of our ancestors who were oppressed. Note the ORIGIN of this movement FIRST then let me continue. @BMW @BMWGroup this is a universal insult & you know it. (Cont) https://t.co/yUbRytF1ds pic.twitter.com/OXjubfG16m

— Sis Gugu 📿 (@sissgugu) January 8, 2023

While for the most part, our ZAlebs might have kept mum on the matter in fear of losing a sponsor or brand deal in the future. There were some ZAlebs that used their platforms to create discourse on the matter. Included as some of the ZAlebs to do so are: 

 

 

Social media activist and poet, Ntsiki Mazwai led the charge of ZAlebs speaking on the matter. This is as Mazwai shared her initial thoughts while the topic was “hot” on social media. 

 

Thereafter, she still created discourse over the matter as it seemed that there were some who saw nothing wrong with the marketing campaign. 

 

As such, days after, Mazwai is still bother about the matter as she took to her blue app to incite: 

 

 

Im so disgusted….fuck @BMW bunch of racists and racism enablers pic.twitter.com/giBXNdndba

— MissNtsikiMazwai (@ntsikimazwai) January 8, 2023

When you see an advert has offended a group….you apologise….you don’t explain bullshit @BMW @BMWGroup https://t.co/zbdiuYGwOP

— MissNtsikiMazwai (@ntsikimazwai) January 8, 2023

Black people are not used to being sacred and protecting their own dignity ….that’s why they can’t see the racism in the bmw advert.
Low self image is a tragedy.

— MissNtsikiMazwai (@ntsikimazwai) January 8, 2023

Lest we forget that when the reality of visceral state ordained violence was ‘over’ there was a thorough cunning project of whitewashing through assimilation. Schools being one of the points of contact. Yes it’s a ‘choice’ but it was also a project. We are bi-products of that.

— #Platinumbheart🖤 (@Msaki_ZA) January 10, 2023

The biggest tragedy is that overt and subtle violence over time resulted in us not seeing ourselves, which is why to your point yesterday the inferiority disease needs a bit more patience and grace. Whiteness really flexed and messed with ppls psyche for a looong time. 🫠

— #Platinumbheart🖤 (@Msaki_ZA) January 10, 2023

 

While she might not be returning to radio this week, Anele Mdoda is already immersing herself in the current “hot topics” and created discourse. As such, he first tweet on the matter read as: 

 

 

Mdoda then opened her timeline for discourse as she shared a think piece on the scandal which labelled the campaign as an exhibition of systematic and institutionalised racism. Primarily based on the fact that despite the race dynamics of the people that worked on the ad campaign. The ability to not recognise the problematics of the overall campaign highlights how deeply entrenched and institutionalised racism is in South Africa. 

 

Let’s discuss it when you guys have a moment. #BMW pic.twitter.com/VY2J5Db5sA

— Anele Mdoda (@Anele) January 9, 2023

Image credit: ZAlebs