Mexican soft drink places undocumented migrants in America's great immigration story

In The Journey, Mexican soft drink brand Jarritos shows a group of Latin Americans walking determinedly through the desert, then follows it with a grand montage of how immigrants have made the United States what it is today.

I doubt anyone watching, whatever their views on immigration, would miss the implied message. The group on foot are making an undocumented crossing into the USA, but once there they will work hard and contribute the way all other groups of "your tired, your poor, your huddled masses yearning to breathe free" have done.

It's a bold statement, in the face of Republican Presidential nominee Donald Trump's "Bad Hombres" rhetoric and armed, vigilante citizen "border patrols."

Latino Rebels asks, "Are you proud big brands are celebrating the immigrant legacy or is it just commercial exploitation to sell more soda?"

I'd say that it's doing both. Jarritos has a strong presence in the USA, especially among Latino communities. The iconic bottles make a cameo appearance around the 45 second mark:

Yes, it's here to sell. But I think the politics are pretty clear as well. Jarritos has made supporting Mexican immigrants, and appealing to other recent immigrant groups, an essential part of its brand DNA. And by taking sides, it will probably deepen its cultural connection with existing customers.

Watch the video here, in English and Spanish:

Mexico's breastfeeding campaign big on breasts, feeding not so much

Via La Grande

The text in the banner says, ""Don't turn your back on them ... Give them your breast."

The women are model and actress  Camila Sodi, TV presenter Cecilia Galiano, boxer Mariana "Barbie" Juarez and  actress Maribel Guardia. All are famous in Mexico.

NPR points out that while breastfeeding rates in Mexico are among the lowest in Latin America, the causes have more to do with a society that is not supportive of working women breastfeeding, and one in which formula companies ply their trade among rich and poor alike with little or no regulation.

Will saying, "Look! These sexy celebrities want you to give your breasts to your baby" be an effective way to turn this around? Unlikely. The whole idea that breasts only serve to turn us on is part of the problem in societies unfriendly to breastfeeding. This will probably only make things worse.

Here are some larger images of the ads, via mujereselsalvador.com:

That's some f#cking bold pizza branding... #PizzaChingona

As ad controversies go, this one's pretty harmless. The Laredo Sun reports that Dallas-based pizza chain Pizza Patrón is upsetting people (and generating massive earned media) by naming their extra-spicy pie after a common Mexican expression — "La Chingona" —  which is politely translated as "the badass".

Those of you with even a passing knowledge of Mexican Spanish slang will, however, note that  "chingo"and its derivatives tend to be used as a Hispanic version of "fuck". The context is not always sexual, however, as in when we say "bad motherfucker". Which might be a more honest translation of this pizza's name, from what I can tell.

Swearing in another language (even in a country like the United States that pretends it's still unilingual) is a risky yet potentially fruitful strategy. On the one hand, older Mexican-Americans could be offended by it, and the FCC could even potentially fine the advertiser. (Which is why Spanish radio stations refuse to air the product ads uncensored.) On the other hand, the youth market could be quite drawn to such badassery.

I'm pretty sure the latter will be the case, and the advertiser isn't budging. Andrew Gamm, brand director for Pizza Patrón, told Pizza Marketplace, "When the Real Academia Española, the world's foremost authority on the Spanish language, defines 'chingón' as a very positive characteristic, it makes us feel confident in our position and in our decision to move forward without apology."

Aldo Quevedo, principal/creative director for Richards/Lerma, says the controversy north of the Mexican border is really a matter of cultural ignorance:

"In Mexico, people make fun of everything: pop culture, international events and even catastrophes. We are used to it and nobody really gets offended. We have thicker skin and there's a reason for that. That's why it's more shocking to me that the name is being censored here in the U.S.," he said. "I understand that the name of the product could be controversial. But really, after you try it you will understand that it's the best descriptor. To me, it's the only name that fits: La Ch!#gona."

Another good use of sex in advertising

Pornstars bored, waiting for the viewer to get home and watch. It's funny, not oversexed, and makes gentle fun of the audience.

The concept, by Mexico's Arrechedera Claverol, could be done with any genre cliché. I was initially hoping to see many more on Ads of The World.

But there is at least a zombie one:

Nicely done.

Mexican politician channels FEMEN on campaign billboard

According to Jezebel, Natalia Juarez is a 34-year-old philosophy professor running for Congress as a member of the leftist Party of the Democratic Revolution.  The headline reads, "I dare you to build a new project for a nation with no prejudices." The other women are also PDR candidates.

Jezebel's Erin Gloria Ryan is a little cynical about the use of "boobies" to get attention, but I applaud any effort in which women take back ownership of their bodies by using our primal fascination to deliver messages of solidarity for social change.

Here's another one of her party's ads, via The Greenwich Diva:

""It's better for one thousand of us to take a step forward than for one leader to take one thousand steps for us."

Ms. Juarez told CNN, "Society is lethargic. We don't seem to be aware of our role. We need to get energized. We need to tell people, 'Hey, wake up because if you don't, sharks are going to eat you up. Wake up, you citizen and politician'" 

Mexico will hold presidential and congressional elections on July 1.

History repeats itself. History repeats itself. History...

Mexico City's Museo Memoria y Tolerancia is an interesting idea. In a place founded on genocide and the clash of ancient empires, the museum stands "to warn about the dangers of indifference, discrimination and violence for generating, instead, responsibility, respect and awareness in each individual."

These ads, by Mexico's Made agency, paraphrase the George Santayana  quote "Those who cannot remember the past are condemned to repeat it" and matches it with iconic images of war and violence to amplify the message.

The effect is not subtle, and you could accuse the campaign of relying too much on borrowing interest from some of the world's great tragedies. But the message is, at least, clear. and as important now as it was over 100 years ago.

Via I Believe in Advertising 

Causing trouble south of the border

Here we are up here, trying to make a good impression on the world, and what happens?

These ads:




Oh, Jesus. (And I don't mean "hey-seus".)

I mean, I get the joke. The wrestler one is kind of cute. But up here in Canada, we are so removed from Mexico as anything but a tourist destination and source of tequila that it's easy to see parodies of Mexican culture as harmless fun.

But, down south of our border, where racism against Mexican-Americans is a constant issue, our neighbours in the industry found it a little less amusing.

"BBDO Toronto sez "Real Mexicans" are lazy and dirty, or wrestlers."

- Copyranter


"Canadians Think Real Mexicans Are Lazy and Dirty"

- Adrants


Ouch. One of my colleagues at Acart is from Mexico. So, on behalf of the Canadian ad industry, I'd like to say... sorry, eh?