Burger King Whopper Ad Offends Mexicans

The Burger King Texican Whopper "inspired by the land where a man ain't afraid to sink his teeth into something hot and spicy."

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Mexico is protesting what it says is a whopper of an insult.

An advertisement for Burger King's Texican Whopper burger 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.

"The taste of Texas with a little spicy Mexican," a narrator's voice says.

The taller cowboy boosts the wrestler up to reach high shelves and helps clean tall windows, while the Mexican helps the cowboy open a jar. The lazy Mexican swims by while the Texan cleans the pool.

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."

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The company pledged Tuesday to pull the ads for its chili-flavored "Texican" hamburger, saying they were "not intended to offend anyone."

"Burger King Corp. has made the decision to revise the Texican Whopper advertising creative out of respect for the Mexican culture and its people," the company said in a statement sent to The Associated Press. Burger King, which is known for its signature Whopper hamburger, said it would air redesigned ads "as soon as commercially possible."

"The revised campaign will focus solely on the Texican Whopper sandwich and will not feature any characters or the use of the Mexican flag," the company said.

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plez sez: what are these ad execs thinking when they approve these obviously offensive projects? demeaning fried chicken ads with black people (kfc). now this over-the-top portrayal of a stereotypical mexican in a burger commercial. the only way to make this commercial more offensive would've been to have the "lil wrestler" illegally cross the border to answer the personal ad in the newspaper!

this is what happens when the people sitting around a table making decisions is not a representative sample of the people who will consume the products. after yuckin' it up at an ad that looks like it was created by a roomful of sixth grade boys, no one in the room considered that having a little person traipse around draped in a mexican flag would inflame some passion from people of mexican descent!

it's been about two years since plezWorld has graced kfc with his presence... i guess i can replace that personal boycott with one of burger king and their texican whopper!

~ ~ Citations ~ ~

Read the AJC.com article about how Burger King plans to alter the ad.

Read the NY Daily News article about the offensive Burger King Texican Whopper ad.

Read the BurgerBusiness.com article about Mexican outrage over the commercial.

Read the Fox News article about Burger King's little Mexican ad.

Read how plezWorld blew a gasket over an offensive KFC commercial.

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plezWorld in Action: Offensive KFC Commercial

KFC Commercial (family sans father)

KFC Commercial (family with father)

plez sez: i posted about this offensive commercial (Black family without a father at dinner) last week (Issue with KFC Commercial). despite the great comments and dialogue that the post inspired, i am feeling no better about the situation if this commercial is still being broadcast by KFC.

so i have decided to take some action. it may not change anything, but at least i did something.

i called the KFC Comment Line and logged a complaint about the commercial. the customer service rep that i spoke with was well aware of the issue (there have been a number of calls about this commercial) and she logged my complaint into their customer feedback system.

U.S. Customer Satisfaction - 1-800-225-5532
Canada Customer Satisfaction - 1-866-664-5696

next, i posted the following letter on the KFC Online Customer Comment Form and the Yum! Brands Feedback site (Yum! Brands owns KFC):

About one month ago, I viewed the "Single Mother" KFC commercial while watching television with my wife and daughter. Where was the father? Why wasn't there at least another chair at the table for their father? Why was there no mention of a father?

As an African-American, a husband, and a father, I find this commercial to be offensive because it perpetrates and glorifies a negative aspect of the African-American family.

I am offended that it is possible that because of your commercial, my young daughter will think that it is acceptable that she can be happy and have a family of 3 kids without a responsible husband.

As such, I've decided that my family will no longer patronize KFC's restaurants until this offensive and degrading commercial is removed from your rotation.

I have also called KFC Customer Satisfaction and logged a complaint about this offensive commercial.

i have no idea whether my actions will make a difference, but i feel a lot better about my decision to do so. if you have the time and the inclination to do so, i encourage you to call and/or e-mail KFC with your concerns.

For Your Information:
KFC's Corporate Address for Comments
P.O. Box 725489
Atlanta, GA 31139

KFC Online Customer Comment Form: http://64.213.197.19/forms/irpt_welcome.asp?brandid=80

Customer Satisfaction:
U.S. - 1-800-225-5532
Canada - 1-866-664-5696

Blog Update - 10-24-2007:
i received the following letter in response to my complaints to KFC. as you can see, KFC continues to stand behind the commercial "and looks forward to serving [me] again soon."

October 23, 2007

Dear plezWorld:
Thank you for contacting KFC regarding our recent advertising. The opinions of our customers are very important to us. KFC is a fan of the American family and we celebrate those who make dinner time their family time. We also understand that sometimes work or other schedule issues prevent the entire family from dining together. Whether all the family members are present at dinner -- or just some of them -- KFC is proud to be a part of family time, as depicted in this commercial.

We thank you for voicing your opinion. Please be assured we value your patronage and look forward to serving you again soon.

Sincerely,

KFC Guest Satisfaction Department

WRONG ANSWER! they may stand behind that commercial, but they will never (and i repeat, NEVER) have to worry about plezWorld, or the family of, ever darkening the threshold of one of their restaurants again! my money and my integrity means far more to me than a bucket of their greasy, salty chicken.

the letter from KFC implies that the father is simply missing this dinner with his family, but when i called KFC, the customer service rep specifically referred to the "single mother" commercial! plus, i've looked at the commercial numerous times, there are several shots where the mother IS NOT wearing a wedding ring.

i haven't bought gasoline at a Texaco in over 10 years and it's been almost that long since i've dined in a Denny's, so abstaining from KFC will be a piece of cake. this is my PERSONAL BOYCOTT of KFC... and it will continue.

i guess i would've felt better if i had been contacted by The Colonel.