Cape Town – An anti-drunk driving campaign video has been removed following an outcry by Cape Flats people and Democratic Alliance leaders.
The advert, endorsed by the Western Cape Government, caused outrage with its stereotypical depiction of coloureds as armed gangsters, drinking beers and playing dominoes.
The 64-second advert, with the hashtag #BoozeFreeRoads, was filmed in Hanover Park in March.
In the clip, the suspects have their guns on the table.
The gang gets a heads-up from one of their members.
The men then stand up, cock their guns and jump into an old Toyota Corolla, but no one takes the driver’s seat.
The man in the front passenger seat says: “Ouens, wie gaan die kar ry? Ek is dronk, man.” (Who is going to drive the car? I am drunk, man.)
The crew starts arguing and one guy then says: “My broe, deesdae is die boere op en af. Ek wil nie in daai pypie blaas nie, my broe, man.” (My brother, these days the cops are everywhere. I don't want to be breathalysed.)
The man in front then suggests: “Lat ons ‘* taxi vat.” (Let's just call a taxi.)
This seemed to suggest that the gang can go ahead with their “hit” simply by hiring a taxi.
Last week, DA regional chairperson Shaun August wrote to Acting Western Cape DA leader, Bonginkosi Madikizela, asking for the removal of the advert.
“These homogenous stereotypes can only perpetuate a negative, oppressive view of each other and as a long term solution does not aid our party agenda to promote equality. We cannot allow an ad of this nature to aid the digression of our society,” August wrote.
“Although damage has already been done, I hereby ask that we evaluate how many times this ad has aired, over which media and what negative impact this may have already caused in our communities."
“As a party that promotes social cohesion and nation building, I implore you to please act and remove this ad from all mediums...”
Previously, Cape Flats activist Emile YX also told Daily Voice the video was an “insult to coloured people”.
Madikizela’s spokesperson, Ntomboxolo Makoba-Somdaka, on Sunday confirmed the clip has been removed by Transport MEC Donald Grant.
“The matter was discussed at the PEC meeting and people’s concerns were forwarded to Minister of Transport and Public Works, Donald Grant,” said Makoba-Somdaka.
“Minister Grant responded positively and presented the background research that led to the advert. He also decided to pull the plug after these concerns were raised with him.”
Grant did not respond to Daily Voice queries on Sunday.
He previously said the TV advert was part of the Safely Home calendar’s #BoozeFreeRoads theme, and the message is “Alcohol and Roads Don’t Mix”.
Grant said the ad was filmed in co-operation and with the support of the community of Hanall Walk, Hanover Park.
He said in order to be 100% authentic and to avoid the positive portrayal of gangsters by using actors or models, the cast was selected through street auditions, and the dialogue in the ad was unscripted.