By ABUBAKAR Yunusa
The Director-General of the National Orientation Agency (NOA), Mallam Lanre Issa-Onilu, has strongly criticised a recent promotional skit for a 2023 Mercedes Benz C300, describing it as offensive and insensitive towards Nigerian civil servants.
In the viral video, the car’s Artificial Intelligence system was asked whether civil servants could afford it. The AI responded: “No! Maybe in 2062.” The NOA says this remark has sparked concern and outrage among Nigerians.
Issa-Onilu said the comment was made in poor taste, particularly at a time when many Nigerians are grappling with economic hardship and the toxic culture of materialism.
He warned that such content undermines the dignity of labour and the vital role civil servants play in society.
“Civil servants across sectors are the ones who work hard to provide the enabling environment for businesses like yours to thrive and prosper,” Issa-Onilu stated.
He stressed that civil service is a noble and indispensable profession in any country, and should not be ridiculed.
The NOA urged content creators and advertisers to be more thoughtful and respectful in their messaging, especially in a nation striving to uphold decent values.
“We want to caution that you mind your choice of words whenever you are promoting your vehicles so that you do not hurt the sensibilities of any segment of Nigerians,” he added.
The agency said it responded due to overwhelming public feedback about the skit, which many saw as demeaning.
Issa-Onilu concluded by calling for a more inclusive national narrative where all citizens, regardless of income or profession, are treated with respect.
“A Nigeria where dignity of labour is valued over and above material things is the country we must continue to build,” he said.
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