Yesterday, local security barrier company, Xpanda, came under fire for the flighting of a controversial radio ad, (in addition to a shocking print ad) in which a black person (denoted by a crude caricature of an accent, using racially-sensitive words including “madam” and “boss”).

Xpanda reacted to the tide of negative public sentiment by stating that the ad was part of a broader campaign, and that the public would be less offended once they heard the rest of the campaign. The company extended apologies to anyone who was offended, but defended their decision to make, and flight the ad.

A number of social media commentators have pointed out that none of the ads would ever be played in succession, meaning that the ad would remain singularly offensive when played on air, whether part of a larger campaign, or not.

“Madam” and “boss” or “baas” were titles commonly bestowed on white people in positions of power over black people during apartheid, especially home owners in their capacity as employers.

Here are all of the Xpanda ads.

Does the addition of these extra ads make the original less offensive? Are these new ads offensive? Let us know your thoughts in the comments.

[Thanks, Ash]