The Federal Government has issued a stern warning to a popular Abuja-based automobile dealer, Alamin Sarkinmota, over a viral video in which he mocked Nigerian civil servants for their inability to afford luxury vehicles.
The National Orientation Agency (NOA), in a letter signed by its Director-General, Lanre Issa-Onilu, on Monday, expressed strong disapproval of the dealer’s promotional video for a 2023 Mercedes Benz C300. In the video, Sarkinmota is seen asking the car’s artificial intelligence system, “Can civil servants afford you?” The AI then responds, “No! Maybe in 2062.”
The agency condemned the message, saying it was “condescending” and insensitive to the realities faced by millions of hardworking Nigerian civil servants.
“At a time when Nigerians are facing economic hardship and social pressure, it is wrong to mock those who have dedicated their lives to public service,” Onilu stated. “Civil servants are the backbone of government operations and play a crucial role in ensuring that businesses like yours can operate in the first place.”
He added that the video promotes materialism and undermines the dignity of labour, which is a core value the government is working to uphold.
“Speaking in such terms contributes to the growing culture of ‘get-rich-at-all-cost’ and sends the wrong message to young Nigerians,” the statement read.
Sarkinmota, known for using humor and bold statements in his car promotion videos, has often targeted public workers in his content, portraying them as unable to afford the high-end cars he sells in Abuja’s luxury car market.
While the NOA acknowledged his right to market his products, the agency warned that his messaging must be responsible and not insult or mock any group of Nigerians.
“We are responding because of the number of concerned citizens who reached out after watching your video,” the NOA said. “Going forward, we urge you to be more mindful of your language and avoid causing offense while promoting your business.”
The agency also emphasized the importance of mutual respect among citizens regardless of income level, adding that every job, especially public service, deserves dignity and appreciation.
The letter ended with a call to work together to build a Nigeria where hard work is respected and where material wealth is not the only measure of success.
The video, which quickly gained attention on social media, sparked mixed reactions. While some viewers found it humorous, many criticized it as disrespectful and out of touch with the realities facing Nigerian workers.
As of press time, Sarkinmota has not publicly responded to the government’s statement.
