A Volkswagen TV commercial set to air during the Super Bowl has ignited claims of racism with one critic branding it "like blackface with voices".
The controversial 60-second ad depicts a Caucasian man speaking in a thick Jamaican accent in a bid to cheer up his gloomy office workers.
"No worries man, everything will be alright," the Minnesota man tells co-workers in the ad, adopting a stereotypical accent associated with black Jamaicans.
But while the happy-go-lucky VW driver is tapping good vibes from his new car, the ad is starting to cause headaches for the German auto maker.
Do you think the ad is racist? Watch the video above and have your comment below.
The commercial, which will cost VW $8m to air during Sunday night's game, has invoked the wrath of critics from the US media heavyweights including the New York Times and the Washington Post.
New York Times columnist Soledad O'Brien took to CNN's Starting Point to blast the ad.
"I don't like it at all," O'Brien said. "It's like blackface with voices. I don't like that."
Jamaican-born journalist Christopher Farley likened the ad to the failed Star Wars character Jar Jar Binks in a Wall Street Journal article.
Mediapost.com editor-at-large Barbara Lippert predicted the ad would be pulled before going to air.
"Didn't anyone look at this? This is so racist," Lippert told NBC's Today program.
Not all agree that the ad is racist and VW has been quick to defend the commercial.
VW executive vice president and chief marketing officer, Tim Mahoney, told CNN the company had consulted with 100 Jamaicans and used a dialect coach to get the accent right.
"We obviously did our homework to make sure that we weren't offensive," Mr Mahoney said.