The Federal Government has issued a warning to a prominent Abuja-based automobile dealer, popularly known as Alamin Sarkinmota, over a viral advert video that mocked the financial capacity of Nigerian civil servants to afford luxury vehicles.
In a letter signed by the Director-General of the National Orientation Agency (NOA), Lanre Issa-Onilu, on Monday, the agency expressed strong displeasure with the content of the video, which it described as “condescending” and insensitive.
The controversial video featured the promotion of a 2023 Mercedes-Benz C300 equipped with artificial intelligence features. In it, Sarkinmota asked, “Can civil servants afford you?” to which the car’s AI system responded, “No! Maybe in 2062.”
Reacting to the video, the NOA noted that it was inappropriate to ridicule public servants, especially at a time when the country is grappling with economic hardship and social pressures. The agency criticized the growing culture of glorifying wealth and materialism at the expense of values like hard work and dignity of labour.
“To be a civil servant in Nigeria, as in most countries, is an important and noble profession,” the statement read. “These are the people who ensure the machinery of government runs smoothly, creating the environment that allows businesses like yours to flourish. It is both indecent and disrespectful to mock their sacrifices and contributions.”
The NOA advised Sarkinmota to exercise caution and sensitivity in his advertising strategies, emphasizing that such content could negatively affect the morale of hardworking Nigerians. “We urge you to consider the sensibilities of all segments of society in your promotional content,” the agency added.
The letter concluded with a call for collective responsibility in promoting national values and mutual respect among citizens, affirming the agency’s commitment to building a society where dignity of labour is cherished over material ostentation.
Sarkinmota has developed a reputation for making light of civil servants’ financial limitations in his vehicle marketing videos, many of which have sparked debate and criticism online.
