Mexican Cell Phone Ad Uses “Maricon,” (And Little People, Of course)

In this regional spot from Northern Mexico for a cell phone dealer called Ahorro Cel, a woman receives a call from someone asking to speak to her, “maricon,” or faggot, son. To which she replies, “He’s no faggot!” To which her son, who has popped out of the adjoining room in drag, applying blush, replies in his queeniest whine, “Yes I am, mah!” Then the announcer says something about expecting the unexpected from Ahorro Cel. And then there’s a gay little person because all adds about Mexicans must feature a little person.

We suppose we shouldn’t be surprised, but we are taken aback by the fact that they could use the word “maricon” on television let alone that a brand would want to associate themselves with such bigotry. Even in Mexico. But, then again, this ad is from Sonora which is in the northern part of Mexico which is kind of like saying it’s in Alabama. (Or California.) It has a decidely machista/homophobic culture. So, if anyone in the world was going to get away with it, it was these people.