It’s hardly surprising that many Latin Americans are not Donald Trump’s biggest fans given some of the horrific stuff he’s said. Calling people rapists and drug dealers on the basis of their passports tends to make them not like you. Go figure. Now, in the face of Trump’s executive orders to build a wall along the US border with Mexico and his threats to deport countless numbers of Latin American immigrants, one Mexican company has responded to the US president’s hateful rhetoric with the launch of a stunning advertisement on Youtube.
Business group Modelo, which owns Corona beer, launched a new commercial this week that highlights the values of ‘America’ — the continent not the country — as a whole and calls for an end to the creation of divisions among its inhabitants. It’s now had nearly 6.5 million views on Corona Mexico’s official channel (at the time of writing) and is causing a positive stir in Latin America.
You can turn on English subtitles!
The ad for the beer brand, which is one of the five most widely sold in the world, presents an alternative take on Trump’s slogan “Make America Great Again”. It’s the latest instalment of the campaign “Desfronterízate”, launched by the company the day before the presidential elections in the United States.
Displaying beautiful images of the varied landscapes of the Americas and its people, the one and a half minute video emphasizes the values of all of the continent’s countries, their distinct cultures and the different nationalities that coexist in the region.
“We are all Americans,” is the message shared by the company. “America is the land of opportunity, a land of more than one billion inhabitants. Wild America. Multicultural America. United America.”
The narrator finishes by affirming that “America has always been great.”
This is not the first Latin American company to launch a campaign against Trump’s anti-immigrant discourse and I have a feeling it won’t be the last.