Mexico protests whopper of an insult

A Burger King ad showing in Europe is getting a reaction on this side of the Atlantic.

Mexico is protesting what it says is a major insult contained in the fast-food restaurant's latest advertising campaign.

The ad, which you can watch at the top of this post, is for Burger King's Texican Whopper burger and shows a small wrestler dressed in a cape resembling a Mexican flag.

The wrestler teams up with a lanky American cowboy almost twice his height to illustrate the cross-border blend of flavors.

Mexico's ambassador to Spain said Monday he has written a letter to Burger King's offices in that nation objecting to the ad and asking that it be removed. Jorge Zermeno told Radio Formula that the ads "improperly use the stereotyped image of a Mexican," the Associated Press reports.

The use of the Mexican flag seems to be one of the most problematic things about the ad. A print edition of the ad showing the wrestler wearing what appears to be a Mexican flag as a cloak has especially angered officials.

Mexico has very strict rules about using the flag, and Burger King isn't the first to walk into a cross-cultural marketing blunder.

In 1998, its fast-food rival McDonald's received a flood of complaints from Mexican authorities when it displayed the Mexican flag on place mats. The Mexicans were offended by grease and ketchup defacing their national symbol and  the place mats were quickly removed.

Last year, the appearance of Mexican pop star Paulina Rubio naked and wrapped in the Mexican flag on the front of the Spanish-language edition of Cosmopolitan caused an uproar in Mexico, and, according to the AP report, the government also penalized a foreign-owned publishing house, Random House Mondadori, S.A., for showing disrespect to the country's flag in a video posted online in 2008.

-- Deborah Bonello in Mexico City

Comments

[Paul B]

Most mexicans are not illegal immigrants. Lots of Mexicans are well educated, intelligent, and would completely wreck the narrow-minded stereotype people see in the US.
In a way I understand: they get the mexican equivalent of their trailer trash into the country. Think about it.
But generalizing about all mexicans is stupid. Living in London, I know many who are better cultured, classier, and even speak better English than any American I know...
BTW I think the ad is stupid, but the dwarf IS slightly racist. If it was a big hunky wrestler no one would have complained.

[Mike]

I think that the commerical is an insult to many Mexicans. However, the guy is not wearing the Mexican flag (more like the Italian?). It would have been a great commercial if only they hadn't screwed it up by making the Mexican half as tall. By the way, this is not an immigration, drug cartel topic so please stop bringing it up here.

[Pustoolio]

I'm mexican and I love that commercial! Funny stuff.

[Travis Y]

Mexicans love mexico so much that they can't wait to leave and come here. Americans don't have time for this fake attempt to get on TV by mexican authorities. The flag is not mexican anyway. This is a EUROPEAN commercial not American. Maybe we should just stop hiring mexicans and see how quick they beg for us so they don't get cut up in pieces along the border ??? Mexico is it's own worst enemy, not America. Hire American and buy American and see how fast the country goes to ruins without our money being sent to the families there. Without American dollars being sent back most families would starve. Sorry about this truth for everyone from Mexico.

[To Virg]

Mexico would not be having the Violence probs if it wasnt for you americans that seem to love your nose candy and pot...you are the number one user of illegal drugs in the world
what you people need is another 9-11
i guess you people didnt learn anything from the first one

[Pedro the thief]

There is nothing wrong with this ad. Mexico is a low class country. What needs to be done is to send all the Mexicans back across the border so that all of the gang bangers and illegals have to return.

[timjimlee]

Is everyone missing the fact that he isn't wearing the flag of Mexico? Anyone who knows anything about flags of the world would know that he is wearing the Italian flag. No eagle, no snake, no cactus. Clearly the Italian tricolor.

Hasselhoff is a bad choice as anyone who has seen the video of him, drunkenly indulging in a burger that can't stay in one piece, would know. As "the Hof" said, "This is a mess!"

But the obvious problem with the commercial is the homosexual undertones. The next thing you know, the cowboy will cry out to the burger, "I wish I knew how to quit you," thus, continually eating them until he does turn into the stereotyped "fat American."

But then again, I am totally OK with ignorance of international symbols, celebs having the occasional embarrassing moment, homosexuality, and people having the right to eat their way into a larger pants size. I believe in personal freedom and know that getting upset about ridiculous crap like this makes people miss out on the good stuff in life.

Like In-N-Out.

[Dave Crigger]

It's NOT a Mexican flag. it's a red white and green cape. While those are the colors for the Mexican flag, there is no eagle / snake emblem on the cape.

[hcpgotcha]

gee, what I see is the First Amendment at work! Everybody here is free to give their opinion on the commercial, the actions of the mexican officials given the state of their country and everything else in between. To those immigrants recently arrived: take notice. You'll get used to it. I love it!

[TomTallis]

At least if you're going to carry a chip on your shoulder, you should also have some salsa...

[Justin from Malibu]

From Joe the Trader :
"Perhaps if Mexico put some effort into reigning in their country's downward spiral on their failing war on drugs, corruption, and organized crime they might actually have something to be proud of with their flag. It's a waste of their time and energy to be upset about something like this given all their other (serious) problems.

Speaking of flags, I'm offended by many cars I see in Los Angeles that have the Mexican flag plastered on the hood, windows, or bumper stickers. This is the United States of America, not Mexico. Those people who have such things on their car, I wonder, is that really appropriate use of their flag given there's "strict rules" on its display? If you're so proud of Mexico, what are you doing here then? What would happen to you if you had a flag of the USA on your car in Mexico?"

Can you not be proud of your country if it is experiencing difficult times? Isn't the US the largest consumer of drugs in the world? I do not see any logic in your first paragraph.

Are you offended when you see a Union Jack plastered on a car? Or is it just the Mexican flag? I am pretty sure it is the same idea.

[Matt]

I've seen racist "Sambo" postage stamps in Mexico. They think nothing of it. I believe we should also think nothing of this ad. Mexico should clean-up their racist, sexist, violent nature before they cry about a burger commercial.

[Isaac Artenstein]

According to wire services (Reuters) Burger King has ended the publicity campaign for their Texican sandwich which uses the short mexican masked wrestler wrapped in the Mexican flag.

The other reason is probably the sandwich itself. Take a look at the TV ad, it kinda makes you want to throw up... but then again it's designed for the British market.

http://www.visit4info.com/advert/Surprising-Combination-Texican-Whopper-from-Burger-King-Burger-King/71413

[Yvonne]

My family comes from Mexico and I do not see this ad as an insult. First of all, Mexico uses the masked wrestler in it's own commericals at times. Secondly, the wrestler and the cowboy are getting along with no problem. People stop carrying those chips on your shoulders and just stop looking to complain about anythig.

[DonV]

I think each citizen has a right to view how there flag is displayed. Eventhough, we as Americans have been very laid back about how our flag is represented. I'm an immigrant & I don't like the flag as a doormat or a carpet. I don't ever want to see my flag burned or stepped on. But, I think Mexico really needs to improve their country in so many ways so their people can return and enjoy their country. The flying of Mexican flag in America is just wrong. Ask yourself what has Mexico done for you as a government!

[Joe The Trader]

Perhaps if Mexico put some effort into reigning in their country's downward spiral on their failing war on drugs, corruption, and organized crime they might actually have something to be proud of with their flag. It's a waste of their time and energy to be upset about something like this given all their other (serious) problems.

Speaking of flags, I'm offended by many cars I see in Los Angeles that have the Mexican flag plastered on the hood, windows, or bumper stickers. This is the United States of America, not Mexico. Those people who have such things on their car, I wonder, is that really appropriate use of their flag given there's "strict rules" on its display? If you're so proud of Mexico, what are you doing here then? What would happen to you if you had a flag of the USA on your car in Mexico?

[dave]

So they're worried that they "improperly use the stereotyped image of a Mexican," yet it's ok to sell postage stamps with Memin Pinguin on it? Hypocrites.

[Some GayArmyDude@Iraq]

The issue is not the Mexican Flag nor the Stereotype...but the obvious fact that this is a bi-national gay relationship between an Texan and his Mexican spouse.

It is about time that the real issue that needs to be address is the passing of Uniting American Families Act by both the Senate and the House of Representatives.

Go Burger King !
Let me have my Whopper my way....with plenty of creamy mayo !!!

[Gaby C]

All my grandparents were born in Mexico. Thank God they came here for a better life. My dad and uncles proudly served the USA in WWII. I own a Frito Bandito eraser top, and a Speedy Gonzalez PEZ. All you Red MAPA types who whine about stereotypes, get over it!

[Diddy]

@Adam Vant

Why are you turning this into a immigration issue.Im seriously starting to think that this immigration goes beyond illegal immigrants.There is hate for "Mexicans",Mexico,and anyone who "looks" Mexican.This is why not many Americans are interested in anti-illegal immigration groups and such because instead of attacking the people who hire them and the government they go after,as I said before,"Mexicans".Not every illegal immigrant is from Mexico,but Im sure YOUR TYPE already knew that.

[hartifartblast]

I think it's a beautiful description of a relationship between two people from different worlds uniting to make something delicious.
For heaven's sake, I would think people would be more scandalized by the obvious homoerotic subtext than the Mexican flag!
Lighten up, it's a burger ad, and it's not even running in this country.

[M. Perez]

Karlo,
Saying that you do not care about the Mexican flag because you are now an American is ignorant. It is okay to be proud of your family's heritage and still be an American. That's more like being a sellout and trying to erase where you are from.

[gm]

@adam vant

don't you mean undocumented immigrants?

do you get upset at the waving of any other flags or just the mexican one?

[La Chilangabacha]

I take issue with a couple of glaring misconceptions in this ad.
First of all, that burger looks gross! The ad printed in La Jornada said it features "Cajun Salsa." SInce when are there Cajuns in Texas or Mexico, for that matter?
Second, why does the cowboy look like Don Quixote? Couldn't those Castellanos find a real American actor? I'm sure David Hasselhoff was available.
jeez

[Market Researcher]

Wow...I guess Burger King Market Reasearch Team didn't expect this...anyway...what about the Burger King Texican Whopper burger ?
What does it look like? How does it taste? Will someone really run out and buy it ?
Burger King....you 10 seconds of fame is on....