I was dismayed mere minutes before the start of the world cup final to watch what I consider to be the most racist ad I've seen on television. It can be accessed on YouTube (for now) but since I don't know what this forum's rules are relating to linking, just Google MiWay Bee Advertisement.
A quick breakdown though:
The advertisement opens in a rich neighbourhood in some guy’s house where a party is going on. The owner of the house is a white guy and he’s initially dancing with two black girls. In fact when there’s a wide shot of the whole compound it becomes obvious that he’s probably the only white person there. His neighbour (a black guy) leans over the wall and calls over to the guy, saying that he notices he has a ‘bee problem’ (the camera focuses for literally two seconds on a beehive on his house). The white owner doesn’t hear and his neighbour then spells it out for him ‘a B-E-E problem’ and the owner says he can’t seem to get them to leave (cue some shots of the black partygoers dancing and such).
The conversation goes like this (quoting):
**Dance scene; Neighbour leans over the wall and calls to the owner of the house**
Neighbour: ‘Holla bra’ Henri, I see you have a bee problem
Neighbour: Bees Henry, B-E-E
Henry (pointing behind him at the black party goers): Sorry I can’t get them to leave
Neighbour: Is your home insured with MiWay
Henry: No, why?
Neighbour: Well if is you can just call them and they’ll come remove the bees
[[ The camera focuses on a scene of a black guy jumping into the pool that the word ‘Bees]]
Neighbour: Ja, just smoke them out.
Henry: Smoke them out? Shots, maybe I’ll try that.
[[The camera then focuses on the black party guests and the words 24hour home emergency assist with all home insurance policies come up]]
When you watch the ad it’s even clearer. They’re literally comparing black people to an insect infestation. It’s so obvious to anybody that it’s not about Bees (we only see the beehive for a second or two). Disgusting ad really.
Now of course there'll be people claiming it's just a bit of fun, but that's a really primitive state of mind. This is nothing more than a disgusting ad, it's not funny at all. The shocking thing is they must think that (a) black people will be too stupid to get it, or too lazy to complain and (b) white people will all snicker and giggle because they'll all racists.
It's difficult to imagine how this got on to television, but MiWay need to apologize for this immediately, and suffer backlash for it. Again, I'm not sure whether this forum will appreciate the posting of contact information in a post so I'll instead encourage any sensible and active citizen to rather just google MiWay and contact their customer care division to complain or else the Advertising Standards Authority of South Africa. Ironic because it was followed by a lovely advert from DSTV, but it really messed with my mind for the opening of the World Cup.