NOA cautions Sarkinmota over mocking skit on civil servants
By Kunle Sanni
The National Orientation Agency (NOA) has issued a warning to popular auto dealer and digital entrepreneur, Al Amin Sarkinmota, over a recent video skit used to promote the 2023 Mercedes-Benz C300.
The skit, which featured artificial intelligence responding to the question “Can civil servants afford you?” with “No! Maybe in 2062,” has sparked criticism for being condescending toward Nigerian civil servants.
In a letter seen by Western Post on Sunday and signed by NOA Director-General, Lanre Issa-Onilu, the agency expressed concern that the video trivialized the contributions of civil servants and could negatively affect public morale, especially in the current climate of economic pressure and growing materialism.
“It is wrong to speak in such condescending terms about Nigerian civil servants,” the letter dated May 20 stated.
“To be a civil servant in Nigeria is a very important role. Civil servants across sectors are the ones who work hard to provide an enabling environment for businesses like yours to thrive.”
The NOA cautioned Sarkinmota to be mindful of his language in future marketing content so as not to offend any segment of the Nigerian population. “It is therefore indecent to speak condescendingly about Nigerian civil servants who spend many years of their lives dedicated to driving the machinery of government,” the agency emphasized.
The agency added that its response was prompted by a wave of feedback from viewers who found the skit insensitive. While acknowledging his right to promote his business, the NOA urged Sarkinmota to consider the broader impact of his content.
Al Amin Sarkinmota, the founder and CEO of Sarkinmota Autos, has gained national attention for revolutionizing the auto sales industry in Nigeria through digital innovation and social media. In an interview with Vanguard newspaper, he noted that he gained prominence in 2019, just before the COVID-19 pandemic, and is now widely seen as an example of how digital entrepreneurship can flourish in Nigeria.
The NOA concluded its letter with a call for collective responsibility in building a Nigeria where the dignity of labour is respected and material success does not come at the expense of public dignity.
