By Emmanuel Nduka
The Nigerian Government has issued a stern warning to popular Abuja-based car dealer, Alamin Sarkinmota, over a viral video in which he mocked Nigerian civil servants’ ability to afford a luxury vehicle.
In a statement released Monday, the National Orientation Agency (NOA), through its Director-General, Lanre Issa-Onilu, condemned the video ad, which featured a 2023 Mercedes-Benz C300 with AI features. During the video, Sarkinmota jokingly asked the car’s AI: “Can civil servants afford you?” The AI replied, “No! Maybe in 2062.”
The NOA described the ad as “condescending” and insensitive, especially at a time when many Nigerians are struggling under significant economic pressures.
“At a time when Nigerians are under immense social and financial pressure—and in a society where materialism is being dangerously elevated over dignity of labour—this kind of messaging is deeply inappropriate,” the agency said.
The agency stressed the vital role of civil servants in nation-building, warning that such portrayals diminish their value and contributions to national development.
“To be a civil servant in Nigeria—as in many parts of the world—is a noble and essential responsibility. These individuals work behind the scenes to ensure businesses like yours can even operate,” the letter read.
The NOA advised Sarkinmota to be more mindful of his words in future promotional content, emphasizing that public figures and influencers have a responsibility to avoid language that undermines any segment of society.
“We took the time to respond due to the significant feedback and concern from viewers of your video. Please be guided accordingly,” the statement concluded.
Sarkinmota is well-known for flaunting high-end vehicles on social media and often making jabs at civil servants’ purchasing power.
However, the backlash over this recent video has prompted calls for more respectful and inclusive messaging in online advertisements.
As approved by President Bola Tinubu in 2024, Nigeria’s national minimum wage for civil servants ranges between ₦70,000 to ₦80,000 ($45 to $50USD) across states.
In Africa, Seychelles currently offers the highest minimum wage for civil servants. The monthly minimum wage in Seychelles is approximately $465.40 USD, which equates to about ₦696,800.
