Mercedez-Benz received backlash after posting its Mother’s Day video message at the weekend. The advert, which was meant to appeal to “all moms”, was retracted after South Africans questioned why the advert did not represent its demographics.
The luxury vehicle manufacturer said it was created internationally to celebrate Mother’s Day.
“We under-represented the diversity of our followers in South Africa through the use of a single character. We apologise for offending our South African followers,” the company said on Twitter.
In the video, the car manufacturer shows a woman taking on different roles – a mother, a fashionista and businesswoman – with the intention of applauding the different aspects of being a woman.
Mercedes-Benz found itself in hot water after some Twitter users pointed out the advert did not include a black mother.
— Mercedes-Benz (@MercedesBenz) May 11, 2018
Mercedes Benz dedicated mothers day to white mothers our black mothers will get their from Toyota Venture ????
— The Instigator (@Am_Blujay) May 13, 2018
After seeing the Mercedes Benz India Mother’s Day ad Ait seems Mercedes Benz South Africa is not taking us seriously pic.twitter.com/iff2JnEKDF
— Meme Factory ???????? (@MemeFactorySA) May 13, 2018
Other smart twitter blacks do not get it, Indian version have Indians, here they made it with Whites, they see India as Indians.
— Ndumiso Ndumiso (@IamNdumiso) May 13, 2018
Just yesterday I was telling people moaning over Mercedes Benz Mother's Day vid to stop with their petty racism, and that not everything is about Black vs White in this world. Had it been a black person saying what Kurt said would you still say that?
— Kokwele M. Phillix (@Matome_Kay) May 14, 2018
There seemed to be mixed emotions about the advert, with some saying the advert was misunderstood.
— kailash (@kailashv768) May 14, 2018
That Mercedes Benz Mother’s Day video doesn’t show any racism. People are always in their feels, not everything has to be about black or white.
— Champagne (@REALSHEEMSTAR) May 13, 2018