In a bold move aimed at curbing the growing trend of insensitive marketing, the Federal Government of Nigeria has cautioned Alamin Sarkinmota, a popular Abuja-based auto dealer, over his viral promotional video that many consider disrespectful to Nigerian civil servants.
The warning was delivered through an official letter signed by the Director-General of the National Orientation Agency (NOA), Lanre Issa-Onilu, on Monday, June 2, 2025.
What Sparked the Controversy?
Sarkinmota, popularly known as “Sarkinmota”, posted a promotional video showcasing a 2023 Mercedes-Benz C300 with AI features. In the skit, he asked the car, “Can civil servants afford you?” The AI function responded, “No! Maybe in 2062.”
The National Orientation Agency (NOA) described the video as condescending and demoralizing, especially at a time when many Nigerians are facing economic hardships.
Why the FG Is Taking a Stand
In the letter, NOA emphasized the role of Nigerian civil servants in keeping the machinery of government and national development running. It stated:
“To be a civil servant in Nigeria… is a very important role. Civil servants… work hard to provide an enabling environment for businesses like yours to thrive.”
The agency expressed concern about the growing culture of materialism and the get-rich-at-all-cost syndrome, urging business owners and influencers to be more socially responsible in their public messaging.
A Call for Responsible Marketing
The NOA has urged Sarkinmota and others in the business community to:
Avoid content that demeans any group of Nigerians
Promote values like dignity of labour and respect
Be mindful of the social impact of their messaging
The statement concluded with a powerful reminder:
> “Let’s work together to build a Nigeria where every cadre of citizen can thrive and be respected, a Nigeria where dignity of labour is valued over and above material things.”
Who Is Sarkinmota?
Alamin Sarkinmota is well known across social media for his luxury car sales and viral skits that often poke fun at the financial status of civil servants and middle-class Nigerians. While his content may have drawn attention, this recent clash with the Federal Government shows that not all publicity is good publicity.
Final Thoughts: Time for a New Marketing Ethic?
This development serves as a wake-up call for entrepreneurs, influencers, and content creators in Nigeria. Marketing doesn't have to insult to be effective. In fact, building a brand that reflects empathy, respect, and shared values may just be the competitive edge needed in today’s market.
What Do You Think?
Should marketers be held accountable for the messages in their ads? Share your thoughts in the comments!
✅ Want more updates like this?
Subscribe to our blog and follow us on social media for the latest news, trends, and insights in business and culture.
Page manager
