Latinos Admit to Being 'Murderers,' 'Traffickers' and 'Thieves' in Anti-Trump Ad

Spot Reframes Candidate's Pejorative Characterizations

Published on

Editor's Pick

Earlier this week, Republican group Our Principles PAC used presidential candidate Donald Trump's own words against him in an ad featuring women reading his offensive quotes about the opposite sex. Now, the CHIRLA (Coalition for Humane Immigrant Rights of Los Angeles) Action fund has turned Mr. Trump's statements about Latinos against him in another spot.

The ad features various Latinos "owning up" to the characterizations Mr. Trump had made of them as dealers, killers, murderers, attackers, traffickers and thieves, each wearing a t-shirt with those titles. "I am a dealer," "I am a killer," "I am a thief," "I am an attacker," they say.

But as each turns around, they reveal their true identities: the "trafficker" is actually a trafficker of stories -- a film director; the "murderer" is a murderer of boredom, a comedian; and the dealers include a dealer of flavors (a chef), a dealer of care (a nanny) and a dealer of justice (an attorney) and so forth.

General and multicultural agency Walton Isaacson came up with the ad, whose production began at the end of last year. "We are very committed to minorities ... and we believe that there's an urgent need right now to speak the truth and confront negative racial stereotypes," said GCD Martin Cerri. "So this idea came up organically, while we were discussing about different target audiences that we represent at the agency."

The ad took about three months to pull together, from ideation through production. All those featured in the ad are real people -- "It was a process kind of similar to what you do when you approach a focus group," Mr. Cerri said. "It was not a normal casting, we didn't look for the perfect delivery, we looked for a range of real people with a big range of different occupations in order to make our point."

The ad directs viewers to an accompanying site, http://www.turnignorancearound.com/, where they can see the film and purchase their own t-shirts re-framing Trump's pejorative characterizations.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Mar 17, 2016
Agency:
Walton Isaacson
Client:
CHIRLA Action Fund
Partner:
Aaron Walton
Partner:
Cory Isaacson
Chief Creative Officer:
Vida Cornelious
Group Creative Director:
Martin Cerri
Associate Creative Director:
Cesar Sanchez
Designer:
Andrea Loza
Designer:
Andrea Loza
VP-Hispanic:
Alice Rivera
VP-Hispanic:
Alice Rivera
VP-Hispanic:
Rochelle Newman Carrasco
VP-Hispanic:
Rochelle Newman Carrasco
Director:
Dos Exmaquina
Director:
Dos Exmaquina
Director of Photography:
Pedro Luque
Director of Photography:
Pedro Luque
Editor:
Voltron
Editor:
Voltron
Editor:
Nano Recondo
Editor:
Nano Recondo
Editorial Company:
TruLove Post
Editorial Company:
TruLove Post
Music:
Juan Manuel Leguizamon
Music:
Juan Manuel Leguizamon
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age