Kfm ad not music to all ears

JUST listen to the music. We laugh at it… funny honey… Andrew or Andre, who really cares as long as this slave turned up for a day’s work. I suppose he had a number and does a name really matter? “We named the slaves as we pleased. Did we not?” To many it would seem petty to refer to this ad as being in bad taste.

When one takes into consideration the Ashwin Willemse incident and think in the box of the political environment – past and present in South Africa – you just may arrive at a totally opposite conclusion.

After being a loyal worker worthy of a long-service award, his white boss still does not know his name. This indicates a total disrespect toward the worker which is highlighted by his surprise.

“My boss does not even know my name? After all these years. One wonders what he was called all along, boytjie or klong or just you, perhaps?

“He obviously cannot know where I live or under which conditions. Am I married and do I have a family or not? What time train do I take, obviously only if it arrives at all.” One could go and on, of course.

Another fact is that the boss is white, as per usual. That is a given. So the ad is only being politically correct, one could argue.

And then, the cherry on the cake is when his disappointment is soothed with music. Are we then playing musical chairs? Don’t worry, be happy, just listen to the music and everything will be okay, klong. #kfmadmustfall