Hopefully you heard last week about some Burger King ads in Spain for the new Texican Burger. The commotion was over the characters in this campaign: a strong, hearty cowboy and a midget Mexican wearing a luchador mask and a poncho designed like the Mexican flag.
Evidently most of this wasn't offensive but the flag part was, so the Mexican embassy requested BK to stop the ads. A pity, because this is a hilarious trope that should be more greatly exploited.
Evidently most of this wasn't offensive but the flag part was, so the Mexican embassy requested BK to stop the ads. A pity, because this is a hilarious trope that should be more greatly exploited.
united by fate and cultural hegemony
Anyways, I thought I had gathered enough on the story from the initial blurb until I read this today:
"A TV version of the ad shows the strapping cowboy and the
pint-sized Mexican wrestler -- nicknamed 'Just a Little Bit' -- living together as roommates. At one point, the American lifts up the Mexican to help him put a trophy on a high shelf."
Paternalistic, yet topical, with a dash of heartfelt camaraderie. Also, that guy's name is Just a Little Bit. Classic. I have grossly underestimated the Spanish advertising market. Europe may be shockingly xenophobic but it's worked out for the common good this time.
It does make me wonder - how many multinational companies are getting away with comically racist ad campaigns away from their home country? And how can I see these ads?
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