‘Haters’: Bouwer Bosch claps back at ‘We Buy Cars’ advert criticism
· The South African
Singer, comedian and actor Bouwer Bosch has responded to criticism of his production company’s advert for We Buy Cars, which depicted an Afrikaner refugee family in the US.
In recent days, the car-buying company and those involved in production have faced backlash for “mocking” white South Africans who had resettled in the US.
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The advert was released last month during Bafana Bafana’s participation in the FIFA World Cup, which took place in the US, Canada and Mexico.
BOUWER BOSCH RESPONDS TO CRITICISM OF ‘WE BUY CARS’ ADVERT
In the past week, We Buy Cars’ advertisement, seemingly depicting a white Afrikaner refugee family in the US, has trended on social media. This follows another released last year that cheekily made light of those who had taken up refugee status.
Both adverts have been met with strong opposition from the Afrikaner community, including some who have now resettled in America.
The ads were produced by the Freckle Agency, co-founded by actor and musician Bouwer Bosch and muso and writer Bennie Fourie.
One of the loudest critics of the adverts was former DA MP Renaldo Gouws, who accused Bosch and his agency of promoting “racism”, particularly towards Afrikaners.
Responding to Gouws on his X account, Bosch disputed claims about his production.
He tweeted: “How are we portraying Afrikaners? I think you’re finding things in these commercials that we never wrote in🤷🏻♂️. This is a word play on the word ‘refugee status’ – how is mocking Afrikaners?”
In another tweet, he posted: “This ad came out a month and a half ago. Why didn’t anyone say anything then?… But the people who find this offensive are the same people who hate South Africa and don’t want to be here.
Howsit Renaldo! How are we portraying Afrikaners? I think you finding things in these commercials that we never wrote in🤷🏻♂️. This is a word play on the word “refugee status” – how is mocking Afrikaners?
— Sitdown Comedian (@BouwerBosch) July 24, 2026
We Buy Cars has also denied any intentional wrongdoing.
The car-buying company told Newsday: “This YouTube ad was created to celebrate sport as something that brings South Africans together, during Bafana Bafana’s World Cup campaign.
“We understand the campaign has been received differently by some viewers, and we appreciate the feedback being shared.
“Mockery was never the intention. WeBuyCars serves customers across every community in South Africa, and we remain mindful of that in the work we put out.”
NOT HIS FIRST REFUGEE RODEO
It’s not the first time Bouwer Bosch has spoken about South African refugees, who are mainly white, Afrikaners, who have left the country due to “racial persecution”.
In an Instagram Reel last year, the comedian posted a skit in which he schooled the public on why he believed the refugee programme was a farce.
Watch the video below…
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