Burger King withdraws ad after Mexican objection

Fast-food giant Burger King issued an apology and retracted an advertising campaign yesterday after complaints over an ad that featured a short Mexican wrestler wearing a cape bearing a resemblance to the Mexican flag.

Reuters reports this morning that the chain issued a statement Tuesday saying that "the ads were meant to show a mixture of influences from the Southwestern United States and Mexico, not to poke fun at Mexican culture.'' The company added that it plans to replace them "as soon as commercially possible."

"Burger King Corporation has made the decision to revise the Texican Whopper advertising . . . out of respect for the Mexican culture and its people," it said in a statement.

As we reported yesterday, Mexico's ambassador to Spain, Jorge Zermeno, said Monday he had written a letter to Burger King's offices objecting to the ad and asking that it be dropped.

In the meantime, mainstream Mexican newspaper Excelsior couldn't resist its own take on the ad debacle and this morning published a cartoon portraying U.S President Barack Obama (due here for an official visit  tomorrow and Friday) as the tall cowboy from the television ad. The newspaper casts the significantly shorter Mexican President Felipe Calderon as the Mexican fighter, and uses the line "United by Destiny."

You can see the cartoon here.

-- Deborah Bonello in Mexico City

Comments

[Surgeon]

I dont see what the big deal is. he was dressed as a traditional mexican wrestler. thats not their first ad featuring a 'little person'.

[Dina]

Mexican is a nationality not a race.

[Allie]

Really now, some people just take things too seriously.

[Dan]

It is not that it is racist; it is the equivalent of place a US flag underneath a mexican flag. It is a sign of disrespect. The Mexican flag in Mexico is not something you wear. So the dumb Chicanos/ latinos or 1st generation think it is okay to wear a Mexican flag like the way the US flag is but on anything. Come on U.S. flag as a toilet seat? In the US it is pride, in Mexico it would be like burning the flag. Just different culture opinions. Most Mexicans in the US will not notice which flag is above which or care that it is illegal. They see two flag showing pride for both countries

[Quit Bashing]

The inability of people to read boggles my mind.
To USA-bashers:
This awesome sandwich isn't even available in the US. It was developed for BK:UK by their UK ad agency.
To Racism/Antinationalism-spotters:
Lucha libre personalities drape the Mexican flag over their shoulders ALL THE TIME.

I'm honestly suprised no one's called attention to BK's habit of using dwarfs when they want to symbolize "a little of" something or their newest mini whatever. Not that I have a real problem with that either, but it seems like the most reasonably offensive part of this entire marketing campaign.

And seriously, I would LOVE to try this burger.

[HCM]

Yikes, this is a big disappointment. I'm still trying to figure out how an ad like this was ever approved. Why is it that so often there are stories about American advertisements offending a person, group, or in this case, different nation? Says a lot about the advertising industry. I think it's time people are more thoughtful and considerate before pushing an ad campaign through. I don't even think that this ad was attention-getting to begin with.

[david b]

Whiners! It's a commercial...I'm hispanic and I don't care.

[Martin]

Personally I thought Texas be more trouble because the cowboy looked like he might be gay to me, with his mild manner and pink shirt. I'm surprised there's been no storm over that.

[Dave Jones]

How is Burger King British?

Founded in Miami, Florida, USA
World Headquarters is in Miami Florida, USA
Traded on the New York Stock Exchange

[Joel Myerson]

Gee, I would stop going to Burger King over this, but I'm already not going there due to their backing of Prop 8. Oh well.

[Joel Myerson]

Gee, I would stop going to Burger King over this, but I'm already not going there due to their backing of Prop 8. Oh well.

[Jesus]

Wow... Mexican-Americans do it again. Get offended because there not making money of an advertisement that has something Mexican. So they reword it to being offensive by "mocking" the Mexican culture. Get over it. This is the United States. We are multi cultural and proud of it. You don't see black people going up to white people dressed up as rappers and telling them I find you offensive. I didn't read anything about Southern Americans finding the cowboy actor offensive. As a Mexican-American I loved the ad. It showed me that Burger King can bring a cowboy and luchador together.

[Common Sense]

"Burger King Corporation has made the decision to revise the Texican Whopper advertising . . . out of respect for the Mexican culture and its people," it said in a statement.

How about the Mexican people paying respect to this country? They have to EARN the respect first.

And yet, In the meantime, mainstream Mexican newspaper Excelsior couldn't resist its own take on the ad debacle and this morning published a cartoon portraying U.S President Barack Obama (due here for an official visit tomorrow and Friday) as the tall cowboy from the television ad. The newspaper casts the significantly shorter Mexican President Felipe Calderon as the Mexican fighter, and uses the line "United by Destiny."

They have to prove their respect before they get any in return. Bad decision for Burger King.

[Guido]

THis is a non issue.

[Andrew]

I thought the commercial was just lame, then again, most of the Burger King commercials are lame.

I didn't know BK was owned by the British, guess I will have to stop eating there also.

[TradeMark310]

So, how exactly has BK insulted Mexico? With a midget in lucha libre get-up? Wow, we are being WAAAYYYY too sensitive if we are lrtting dumb Burger King commercials get to us. It's TV, not everyone is put in a good light. Walk it off people.

[Heather]

When I saw the ad (via the news story, not on its own), it actually struck me as very 'Brokeback Mountain.' Is that the real reason for the objection?

[speedy g.]

If the Mexican ambassador to Spain is indeed the one that made the complain then it's more likely that it was because of the implicit use of the Mexican flag for commercial purposes. See, it is illegal for the flag or national emblem to be used to such ends. I doubt it had anything to do with the wrestler character. That's why you never see the mexican flag emblazoned on bikinis. Even the American boxer, Oscar de la Hoya got in trouble once for using the mexican flag on his trousers, if I remember correctly. There are a lot of cultural flaws we have as Mexicans, but over-reacting to a "race" issue, or seeing one where none exists, is not one of them.

[Tico-in-LA]

Good thing the dude in the Mexican-ish costume wasn't actually a midget, riding a midget pony, corralling midget cows. We'd really be in an uproar. My abuelita, RIP, would say it's a sign the world's coming to and end. - Tico

[Thomas Smith]

What racism!? I see panchos with the Mexican Tricolores all over LA and Orange counties. I see crossing guards wearing them I see street vendors wearing them, I see solicitors at the county offices wearing them...

This is another politically correct bs nonissue!

[Edgar]

GET OVER IT! It's an AD! No more insulting or racist than the Taco Bell dog. I thought we left the uber-PC movement in the detritus of the 90s!

I'm a first generation AMERICAN of mexican parents...who, by the way, ALSO think the ad is funny!

[Jamesvic]

People here aren't really understanding the context of the ads. Burger King is NOT an american company. It is a British company, and these ads were being shown in Europe. So it was made by europeans for europeans. Please don't blame american racism on this. If anything americans could complain about being portrayed as slow redneck cowboys.

[Thomas]

I'd say typical American, isn't it? Racism, where? If you call that racism every comedian or cartoonist has to be stamped as racist too, which makes fun of people from a certain culture. Furthermore I agree, I have never heard of a "Mexican race". In my point of view, calling Mexican's a race is a much more an racial offense. So, please America get rid of your racial dilemma, we live in the 21st century now. By the way, people who are not able to take a joke about their selves, I feel sorry for you, because you must feel so much hatred that you don't have enough space for love, fun and joy.......

[Miguel Rodriguez]

Wow..well I guess my Mexican butt will not be visiting a Burger King anytime soon. Too bad, those whoppers are pretty good. Bad Idea BK, REALLY BAD.

[Rick]

Cesar, you're cool!
Kyle, you UC Berkeley kids scare me.