Volkswagen commended for recognising Jamaican culture

WASHINGTON, CMC – At least two Caribbean groups here have commended the German automobile company, Volkswagen, for its advertising campaign in recognizing what they describe as “the global impact of Jamaican culture.” While there have been some criticisms of the advertisement, Dr. Claire Nelson, the Jamaican-born president of the Washington-based Institute of Caribbean Studies (ICS) and the Caribbean Heritage Organization (CHO), said her groups have found the commercial “amusing and indeed, a fascinating example of subtlety in subliminal messaging”. “In one fell swoop, the ad directors have superimposed Jamaicans' reputation for being hardworking – the three jobs archetype – as well as [for] our reputation for having a laid-back, positive, don't-worry-about-a-thing disposition through the character of the Volkswagen.”