We Buy Cars ad sparks backlash over portrayal of ‘refugees’ in US

A We Buy Cars advertisement showing South Africans arriving in the United States has been criticised online for its portrayal of ‘refugees’, according to The South African. The ad, published on the company’s YouTube channel and shared across its social platforms, drew strong reactions from commentators and social media users.

What the ad shows

According to The South African, the video is titled “Selling makes dreams come true.” In the clip, a black South African family wearing green-and-gold supporter T-shirts arrives at an airport in the US, where a white family waits in arrivals.

Timing and production

The South African reports the advert first appeared last month, just days after the FIFA World Cup kicked off in the US, Canada and Mexico. The advert was produced by the Freckle Agency, which The South African says was co-founded by actor and musician Bouwer Bosch and muso and writer Bennie Fourie.

The production company shared on its Instagram account:

“We had so much fun creating this commercial”.

Backlash and response

According to The South African, the advert has attracted criticism for depicting white South Africans as opportunistic refugees. The article says former DA MP Renaldo Gouws and US YouTuber and refugee commentator Chris Wyatt both reacted with videos condemning the ad as “racist” and “disrespectful”.

The South African also reports several reactions on X, including users who described the ad as divisive and dehumanising. The article quotes X users saying:

• “Your ‘rainbow nation’ ad could have united people selling cars to chase dreams. Instead, you chose to stab white refugees in the back, implying they’re all frauds gaming the system. Your smug skit is FAKE and foul”

• “Demonising refugees as ‘white opportunists’ is dehumanising and racist. Are you going to mock farm murder victims next?”

Where this leaves the campaign

The South African reports the clip and the production company’s Instagram comment, and records the range of reactions on social media. The article notes strong criticism from public figures and X users but does not provide further comment from We Buy Cars within the sourced material.