P&G Brand and La Raza Take on Hispanic Stereotypes

In This Video, Ketchup and Tide Pods Can Wash Away Labels

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Hispanics are labeled all the time, according to a new video by Conill for Procter & Gamble's Tide and Hispanic group National Council of La Raza, who partnered to celebrate the contributions of Latinos and fight stereotypes.

In #WashAwayLabels, individuals list the negative stereotypes sometimes associated with their home countries, like that Cubans are all balseros and Mexicans are all mojados or beaners. The hurtful labels are painted on T-shirts, but using ketchup instead of ink. Then the individuals (all actors) are asked to wash away the stereotypes by throwing the T-shirts into washing machines (using Tide Pods, of course). The newly-laundered T-shirts now have a blank space, for filling in more positive descriptors like "decent" and "hard workers." During just-ended Hispanic Heritage Month, more than 6.3 million people watched the YouTube video, conveying the idea that you can get a fresh start where everyone is equal. The Spanish-language video with English subtitles ends with the line "Labels are stains."

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About

Credits
Date
Oct 15, 2015
Agency:
Conill
Chief Creative Officer:
Javier Campopiano
Client:
Tide
Executive Creative Director:
Hernan Cerdeiro
Associate Creative Director:
Juan Cruz Vassallo
Associate Creative Director:
Hernan Pettinaroli
Senior Art Director:
Mauricio Mutis
Copywriter:
Ricardo Chuecos
Client Services Director:
Beatriz Del Amo
Group Account Director:
Tammie DeGrasse-Cabrera
Director Integrated Production:
Rodrigo Vargas
Senior Producer:
Rudy Leschhorn
Production Company:
Letca Films
Director:
Jorge Colon
Executive Producer:
Melina Acevedo
Editor:
Jorge Humberto Colon
Post Production Company:
Moving Forward Studios
President:
Leo Lovera
Colorist:
Oscar Martinez
Music:
Makeabeat Productions
Composer:
David Miranda
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