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Volkswagen’s 2013 Super Bowl Ad Isn’t Racist, But It Might As Well Be (VIDEO)

by Emily Abbate on January 29, 2013 at 4:40 PM

VolkswagenOh Super Bowl commercials. In one 60-second spot, a company could make a name for itself and go down in famedom as epically hilarious and witty, or it could fail. This year I'm afraid Volkswagen, who struck GOLD with last year's Darth Vader spot, is headed for Doomsville. Or at least that's what they want us to think.

VW's Super Bowl commercial hit the Internet this week, featuring a white Minnesota man speaking in a fake Jamaican accent, encouraging his coworkers to overcome "the Mondays." He then takes some of them for a spin in his shiny red Beetle. When they come out, they emerge happy with the same Jamaican twang.

The problem? People are finding it racist. Racist for a white man to impersonate being "happy" by using a Jamaican accent. To that, I say this ad's hilarious. I bet they knew EXACTLY what they were doing releasing it: Getting people to talk. Heck, when it comes down to it, the ad may as well be racist. It's stirring up controversy like it is, anyway.

This video can not be viewed on The Stir Mobile.

You know how I really know that this is all just one big PR effort? The company has already come forward saying that they have a backup for the commercial. WHO makes a backup when they have material they plan on using? There's no doubt in my mind that this spot coming out during the week leading up to the Super Bowl is Volkswagen's effort to sell even MORE cars while creating a stir in the media. Oh you smart little German car makers, you.

Yeah, something tells me this little Jamaican gem won't be making it anywhere near the Ravens/49ers game on Sunday night. To that I say no worries mon.

Do you think the Volkswagen commercial is racist? Do you agree people are making a fuss over nothing?


Image via Volkswagen/YouTube

Filed Under: super bowl


  • Irela...


    January 29, 2013 at 4:49 PM

    I don't see it racist at all enough with the racist thing!  We sound like little kids oh he called me names oh he's making fun of me! Grow up!  I'm Hispanic and there is commercial where there are two guys and they take a long ride in the and all they listen to is Spanish lessons and start to speak Spanish.  Is that racist??? should i say oh why are they talking in Spanish same thing if they start taking ghetto!! Please stop and grow up!

  • LoriA...


    January 29, 2013 at 5:17 PM

    This isn't racist at all but every time a new commerical comes out someone has a problem.

  • Anner
    -- Nonmember comment from


    January 29, 2013 at 5:58 PM
    I don't think it is racist. But I don't think it is good either.
  • gridi...


    January 29, 2013 at 6:10 PM
    I'm sorry, I thought it was hilarious!
  • Miche...


    January 29, 2013 at 6:31 PM

    I work in a very Jamaican neighborhood (I am the only american on the bus most days) and I thought this was great... my coworkers will love this!

  • TeamT...


    January 29, 2013 at 6:39 PM
    People do realize that therr are white Jamaicans right? Just like there are white Africans, black British etc.
    It is racist to think skin color has a choke hold on an accent.
  • tuffy...


    January 29, 2013 at 9:25 PM
    Um, I worked with a white woman who'd grown up in Jamaica (after her noncustodial mom kidnapped her and took her there - crazy!) and she had a Jamaican accent. I fail to see the racism in the ad.
  • Danie...
    -- Facebook comment from

    Daniel Genseric

    January 30, 2013 at 3:20 AM
    ASIA FOR THE ASIANS, AFRICA FOR THE AFRICANS, WHITE COUNTRIES FOR EVERYBODY! Everybody says there is this RACE problem. Everybody says this RACE problem will be solved when the third world pours into EVERY white country and ONLY into white countries. The Netherlands and Belgium are just as crowded as Japan or Taiwan, but nobody says Japan or Taiwan will solve this RACE problem by bringing in millions of third worlders and quote assimilating unquote with them. Everybody says the final solution to this RACE problem is for EVERY white country and ONLY white countries to “assimilate,” i.e., intermarry, with all those non-whites. What if I said there was this RACE problem and this RACE problem would be solved only if hundreds of millions of non-blacks were brought into EVERY black country and ONLY into black countries? How long would it take anyone to realize I’m not talking about a RACE problem. I am talking about the final solution to the BLACK problem? And how long would it take any sane black man to notice this and what kind of psycho black man wouldn’t object to this? But if I tell that obvious truth about the ongoing program of genocide against my race, the white race, Liberals and respectable conservatives agree that I am a naziwhowantstokillsixmillionjews. They say they are anti-racist. What they are is anti-white. Anti-racist is a code word for anti-white.
  • momofjoe
    -- Nonmember comment from


    January 30, 2013 at 7:19 AM
    Like most commercials out today, it's dumb. But I don't see the racism in it.

    Anyone who can find racism in it is definitely reaching.
  • Jamai...
    -- Nonmember comment from


    January 30, 2013 at 9:31 AM
    If a Chinese, Japanese, Indian,Vietnamese, white or any other race open their mouth and a Jamaican accent comes out ”don't panic” we have them all in Jamaica, many race living in Jamaica (some born and raise, others migrated), with a Jamaican accent. How is this ”racist” if it's a true reflection of our diversity and reality. I use the word ”our” because I am a born and bred Jamaican. Imitation is the highest form of flattery when done in good taste and without malice or bias. Of course, the only thing better would have been to cast a real Jamaican, giving them an opportunity. Open casting for Jamaicans, white or not would have made this controversy a non-issue.
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