The BK Texican Whopper Ad, From A Texican’s Perspective
15 April 2009, 11:47 AM. By Cindy Casares
Burger King is revising an ad campaign running in Europe for their new Texican Whopper which combines the stereotypes of Texas (cowboy, beefy, big) with the stereotypes of Mexico (kitschy, spicy, small.) Mexico’s ambassador to Spain wrote a letter to BK’s offices asking that it be removed because it “improperly uses the stereotyped image of a Mexican.” Now we’re offended.
No seriously. Our grandfather was a cattle inspector on the border of Texas and Mexico. We straddle both cultures being represented here and we have to say, we’re okay with it. In fact, the fact that Mexico finds it offensive, kind of hurts our feelings. This ad shows Mexicans and Texans getting along. Which, for the most part, is how it really is on the border. The tall cowboy gives the short wrestler a boost. The strong wrestler helps the weak cowboy open a jar. Sure, shortness is a Mexican stereotype, and no one in our family is short, (we have an uncle who’s 6′6″), but, like, a LOT of Mexicans are short. And the reason they made him short is because they’re trying to illustrate, “a little spice,” because Europeans are afraid of really spicy food. Lucha Libre, yes, that’s a stereotype. But SO ARE COWBOYS. No one in Mexico is upset about the cowboy. We swear to God, a lot of people in Texas don’t dress like that. (Though a significant portion do.) So, like, yeah. This spot is funny. Also, we kind of want to try that sandwich.
The real reason Mexico is pissed off is because they see this ad as depicting big, strong America having to help out little, weak Mexico. That’s not what is being said, but you know, projection.
What allegedly really upset the Mexican government was the use of the Mexican flag as a serape in the above print ad. But we think one young Mexican man put it best, in this video, when he said:
I am offended that the government and media want us to be outraged and care about this when it really doesn’t merit our attention. I believe that our current situation with human rights, (in)security and the economy is a lot more offensive than some attempt at satire of how foreigners see the Mexican people [...] The flag is pretty, but at the end of the day, it’s just some fabric. It’s not what’s important.
Burger King’s ad agency, Crispin Porter Bogusky, says the revised creative will be on air, “as soon as commercially possible.”
Mexico slams Burger King for ‘whopper’ of insult [AP]
BK to Revise Ad After Complaints From Mexican Official [Advertising Age]
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I sense the birth of two new great slash fiction heros. Luchador/Cowboy may well be the new Kirk/Spock.
I think it’s cute. Not offended at all.
“the taste of texas with a little spicy mexican,” should be my slogan for life.
haha yes.
Just another one in the line of foreigners who have gotten in trouble for disrespecting the Mexican flag. Remeber when Kumbia Kings got in trouble for putting it on their guitars?
Funny, the south of the border nations can trample and burn ours and we should not feel disrespected…hmmmm.
Hmm… With the drug cartels, the raping/murdering of women and the overall shit-your-pants fright factor of modern day Mexico, THIS is the thing they’ll stand up and fight against?! WTF?
I am from Texas and, yes, some people do dress like that but they are usually pointed and laughed at. (By me!) I am also one of those short Mexicans - so short that I often get mistaken for a middle school student. But I’m not offended by the ad. I’m more offended by the fact that THIS ruffled Mexico’s feathers and not the real problems they face.
word. deflection, yr doin it rite.
and i’m a shortie too, but that is only on one side of my family. my san antone familia are the weirdo tall ones. my del rio side grew up short for the most part. we think there’s something in the water there. like for reals, there’s a lot of cancer and lupus in that area. sad.
and yeah, some people in texas do dress like that. so what? what are you wearing today?
I have a weirdo tall side to my family as well! But I take after my Mexican grandmother and still get asked if I want the child’s menu.
I think the cowboy stereotype in Texas is funny. I was in Rome and someone asked me if I was American and I said, “Yes, from Texas.” They immediately looked at my legs and asked where my chaps were. It’s funny that some people think all Texans wear chaps and boots. And when I do actually see someone in chaps (which is rare) I crack up. Those things are funny.
the last time i saw chaps was here in san francisco. on a BEAR, presumably of course (ahem), with his white cheeks sagging on the sidewalk. so… yeah, chaps in sf are probably a weekly, if not daily, occurrence depending on where the bears frequent.
Side note: There’s a restaurant opening up near my parents’ house called The Hungry Bear. I can’t wait to see what in the heck they mean.
I’d have preferred the Tejano Whopper, which would have been those characters and characteristics merged into one. The character would look like Emilio Navaira and the burger would have been made with beef fajita meat. But, as always, the Tejanos are forgotten. You’re either Texan or Mexican in most people’s eyes, but rarely both.
I’m mexican and I don’t find this ad offensive at all, it’s very cute actually. I get some homoerotic undertones but I’m ok with that too.
Im mexican and think this add is cute, and really want to try that burger.
and shouldn’t be distracted by the real problems because the mexian goverment want’s to make an issue on this.