AfricaIs aCountry

Car Commercials and Primitive Peoples

Africa Is a Country Podcast
African Five-a-Side Podcast

Car Commercials and Primitive Peoples

By
Tom Devriendt

It could have been just another dull TV ad featuring an Inca boy, Maori warriors, or Maasai dancers–heck, why not throw them all in there–and filed as such in the archives of car-plows-through-exotic-river-bed commercials.

But then we find out through this making-of clip “no Indian was hurt during the shoot” (around the 3:00 mark: “…nenhum índio foi ferido na filmagem”). So, now this commercial becomes something else. It becomes a reminder of Brazil’s past and present fraught with racial discrimination and we forget what the ad was trying to sell.

Further Reading

Atayese

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Bread or Messi?

Angola’s golden jubilee culminated in a multimillion-dollar match against Argentina. The price tag—and the secrecy around it—divided a nation already grappling with inequality.

Visiting Ngara

A redevelopment project in Nairobi’s Ngara district promises revival—but raises deeper questions about capital, memory, and who has the right to shape the city.

Gen Z’s electoral dilemma

Long dismissed as apathetic, Kenya’s youth forced a rupture in 2024. As the 2027 election approaches, their challenge is turning digital rebellion and street protest into political power.

A world reimagined in Black

By placing Kwame Nkrumah at the center of a global Black political network, Howard W. French reveals how the promise of pan-African emancipation was narrowed—and what its failure still costs Africa and the diaspora.

Securing Nigeria

Nigeria’s insecurity cannot be solved by foreign airstrikes or a failing state, but by rebuilding democratic, community-rooted systems of collective self-defense.