Sandals scores with J’can version of VW Super Bowl ad

Labelled ‘Jamaica’s Spoof of VW Super Bowl Ad: The Germaican’, the  one-minute, 57-second ad features a Jamaican in different scenarios on the  island speaking with a German accent which surprises some people and influences  the behaviour of others with whom he comes       in  contact.

In one scene the Jamaican walks up to a jerk chicken vendor, makes  an order and when asked if he would like sauce to go with his purchase,  declined, showing the vendor a bottle of sauerkraut which he spreads generously  on the meal, then leaves the bottle behind. As he walks away, the vendor serves  himself a piece of the chicken, adding the tangy, zesty garnish which is often  associated with Germany.

The ad, which features the same sound track as that in the VW  Super Bowl commercial — Jimmy Cliff’s cover of The Partridge Family’s C’mon, Get  Happy — is Sandals’ response to the controversy sparked by the Super Bowl ad in  the United States.

“We just saw it as our way of saying to the world that Jamaicans  are a fun-loving people who live by our motto ‘Out of many, one people’,” said  Adam Stewart, CEO of Sandals and the ATL Group, which includes ATL Autohaus, the  local dealers of VW.

Jamaican Government and Opposition officials have dismissed a  comment in the US that the Super Bowl ad is racist and is belittling Jamaicans  because it features a white male in an office setting, using an infectious  Jamaican accent to encourage his officemates to ignore the bleak forecast and  instead lighten up and be happy.

“I urge persons all across the globe to do exactly what the  commercial portrays, which is to tap into your inner Jamaican and get happy,”  said Tourism Minister Wykeham McNeill.

According to McNeill, the ad is very creative and truly taps into  the tremendous mass appeal that Brand Jamaica and its hospitable people have globally.

Opposition spokesman on tourism Edmund Bartlett said the  advertisement is a perfect illustration of the global reach of the Jamaican  culture and the Jamaican people’s characteristic penchant to be happy, even in  challenging situations.

Last week, Dr Claire Nelson, the Jamaican-born president of the  Washington-based Institute of Caribbean Studies and the Caribbean Heritage  Organisation, said both groups have found the commercial “amusing and indeed, a  fascinating example of subtlety in subliminal messaging”.

“In one fell swoop, the ad directors have superimposed Jamaicans’  reputation for being hardworking — the three jobs archetype — as well as [for]  our reputation for having a laid-back, positive, don’t-worry-about-a-thing  disposition through the character of the Volkswagen,” Dr Nelson said.

The Sandals version of the ad has so far won approval from YouTube  viewers.

“This commercial is the boss. Big up Montego Bay. Real Jamaican  talent, Yes iya,” wrote Aston Rampasard.

“Hahaha…love both ads!,” said a viewer using the handle  TheRealRenimani.

“Love it!” exclaimed Curly Lox.

“Dis Mad,” declared        Kamille West.

“This is so funny!!!! Love it,” wrote Cecile Geib.

“DWL, wwwooooiiii,” said Foxie Smiley.

“Jamaica to the WORLLLLD!!!! this baaaaad. Das beach is good, yaw’  lol,” wrote a viewer who uses the name ‘acrallic’.

“Great video. Make me feel proud to be married to my island  gem!!!!,” said the person who uses the handle Tarika409.

The local version of the ad, in which the VW Amarok is the vehicle  of choice of the ‘Germaican’, ends with the slogan ‘Das Jamaica’ flashed on the  screen just before the Jamaican motto is shown.

The ad, which will be aired during today’s Super Bowl final, will  reach an estimated worlwide audience of more than 90 million.