What do you think of this Kahlua ad?
by guest contributor HighJive, originally published at MultiCultClassics
Not too sure about this new Kahlúa campaign from Publicis New York. Granted, it’s no Bud Light “Zagar and Steve,” but it’s a pretty curious way to communicate the liqueur’s pre-Colombian heritage. There’s a really bad spot receiving lots of airtime right now that isn’t online yet—but this video is the launch commercial.
Carmen Van Kerckhove is co-founder and president of 
dnA wrote:
Yes! Let those savages worship white folks like the Gods they are! Just like during Colonialism!
Wishful thinking much?
Posted 05 Dec 2007 at 11:30 am ¶
j.mai wrote:
Is Mel Gibson responsible for this?
Posted 05 Dec 2007 at 12:15 pm ¶
Laura wrote:
OMG! I wonder who is the creative “genius” behind this ad. Anyone?
Posted 05 Dec 2007 at 1:11 pm ¶
Fiqah wrote:
Debating whether or not this would have been LESS racist with a couple of color? Just as offensive, of course, but not as racist?
Posted 05 Dec 2007 at 1:43 pm ¶
John McCollum wrote:
Reminds me of the Land Rover ad where all of the ‘natives’ — including the one being carried in a chaise — halt their festival or wedding procession (I don’t quite remember) to let the Land Rover pass through the village. Ick.
Posted 05 Dec 2007 at 1:47 pm ¶
Daomadan wrote:
I’ve seen the newer ad you mention and I was wondering when it would make it to Racialicious.
Do the writers even think? Obviously not. Yuck.
Posted 05 Dec 2007 at 4:29 pm ¶
Lvb wrote:
You mean to say Pre-ColUmbian as in before Christopher Columbus, not ColOmbian as in referring to the country in South America
Posted 05 Dec 2007 at 7:23 pm ¶
Black Strawberry wrote:
YAY! I always knew the Gods were white!!! I must call my family! SEE PEOPLE this what happens when the writers strike, mel gibson starts writing commercials because no one will work with him
Posted 05 Dec 2007 at 7:42 pm ¶
HighJive wrote:
Lvb,
You’re right. Nice catch. It’s the result of bloggers without proofreaders. My bad.
FYI, here’s a quote from the advertiser’s website:
“The mysterious origins and mystical heritage of Kahlúa inspire discovery and curiosity, which we brought to life in this campaign,” said Cyril Claquin, senior vice president of marketing for Malibu-Kahlúa International. “In each execution, those who explore their curiosity are richly rewarded, an idea that we believe will inspire consumers.”
Posted 05 Dec 2007 at 8:18 pm ¶
Curtis P wrote:
I didn’t see anything in there about worshipping the white people or thinking they were gods.
In fact it seems to me that the authority figure just wanted to make sure that they were entitled to drink Kahlua, since it’s the drink of kings. I think the man’s answer was a good one.
Posted 05 Dec 2007 at 9:46 pm ¶
Gregory A. Butler wrote:
So, in pre-Columbian times, native peoples worshipped young drunk White people?
Who knew???
Posted 05 Dec 2007 at 10:05 pm ¶
Bianca Reagan wrote:
It’s just as ridiculous as Johnny Depp dealing with those crazy native islanders in Pirates of the Caribbean 2: Where are all the real black people?
Posted 05 Dec 2007 at 10:21 pm ¶
Heather wrote:
At least they didn’t trot out a reference to human sacrifice.
Posted 05 Dec 2007 at 11:59 pm ¶
meownette wrote:
What is especially irksome in this ad is the use of the word “explore” which seems to be popping up all over the place these days. I mean, could no one see that that the use of that term would be offensive? As in Columbus “discovering” and subsequent people “exploring” the Americas?
It’s kind of off-topic, but I’m wondering what others think of all this “discovery” talk when it comes to urban areas. I’m referring specifically to “hip” websites like yelp.com and countless ads that implore people to “discover” restaurants, businesses, and entire neighborhoods. Am I totally overreacting to this, or is there really a new vocabulary of urban colonialism going on?
Posted 06 Dec 2007 at 4:52 am ¶
Grace wrote:
This reminds me of the Haggen Daaz ads a few years ago that said “Cortez Invaded for it” above a picture of the Haggen Daaz Mayan Chocolate ice cream. It then went on to say:
“In 1520, Cortez arrived in Latin America and captured the world’s original recipe for chocolate. Mayan chocolate. Fortunately, you’ll find it a bit easier to get your hands on this coveted chocolate and cinnamon delicacy.”
ugh…
Posted 06 Dec 2007 at 12:36 pm ¶
BT wrote:
Yeah I saw this one and thought it was insulting. What, they would automatically think these people are gods and start worshipping them? Good grief…
Posted 06 Dec 2007 at 1:38 pm ¶
lorraine wrote:
and since someone long ago told me that all advertising is about sex, I think the “curiosity” aspect is a bit offensive, also–not just because of the “explore” aspect in terms of colonialism, but in the sense (take it as a sexual thing or not, as you see fit) that this other culture is some odd, exotic thing that needs to be “explored” because it’s just so . . . foreign? savage? primitive?
but maybe I’ve gone to too many anti-racism workshops
Posted 06 Dec 2007 at 9:56 pm ¶
Rob Schmidt wrote:
I’d say this isn’t as bad as the Zagar and Steve commercials (http://www.bluecorncomics.com/zagar.htm), but it’s in the same ballpark.
The Mesoamerican Indians are dancing to the beat of a drum under torchlight. Even if nothing else is known about them, the images convey the idea of savagery. We know these Indians are primitive and uncivilized from a thousand fictional precursors.
The question “Are you kings?” doesn’t quite suggest the Indians worshipping the white people, but it’s the same idea. Only kings drank the brew made from chocolate. Kings were exalted as quasi-religious figures. If the Mesoamericans didn’t worship their kings, they certainly bowed to and obeyed them.
Posted 07 Dec 2007 at 4:36 am ¶
Kat wrote:
I’m not sure if I find this ad racist or not.
However, it’s interesting how it fits into the historical myth that natives often mistook Spanish conquerors for gods. It’s a very controversial theory, but it’s believed to have mostly been perpetuated by the Spanish, promoting the belief that natives were simple, naive and easy to conquer, and is widely dismissed.
The most widely told version is that the Aztecs mistook Cortes for the god Quetzalcoatl, because his arrival coincided with legends of the Sun God’s return.
http://en.wikipedia.org/wiki/Quetzalcoatl
I wonder if the writers of the ad were aware of these myths and playing on them.
Posted 08 Dec 2007 at 3:50 pm ¶
angryyoungwoman wrote:
I was wondering when someone would call these commercials on their racism. People always seem to make exceptions for racism against native peoples. Do we have to remind them that it’s not ok?
Posted 08 Dec 2007 at 4:40 pm ¶
kimi wrote:
what the hell!?!
Posted 10 Dec 2007 at 4:01 pm ¶
actoractor wrote:
i am an actor, in one of the three commercials shot down there in mexico for this campaign. The other two ads are much more toned down in their portraying of the mayan warriors, and i think once the whole campaing roles out, there will be a more fair portrayal on the air. This one seems to be getting a lot of flack, but there other two are:
a man inviting a group of mayan warriors into his home after a party he threw had already ended… becasue they have kahlua AND ice…
the other, which features myself, is the manditory drive responsibly ad that liquor companies must air now when they advertise on TV. It’s a guy in a bar drinking, goes outside to hop in his car and go home despite his friend saying haven’t you had enough, and as he stands there looking for his keys spears and arrows pop all his tires. He looks up, sees, the mayan king and warriors (representing, so to speak, his conscience perhaps?) and then hails a taxi. To me, it says we all need a bit more mayan in ourselves. It shows that they are in charge, and represents their actions as being wise, common sensical and authoritative over the white man. me.
anyhow, it’s great to find there is a dialogue out there about the content in advertising. i think it’s so important for people to keep big business in check by responding to anything they see as unfair or misguided.
That said, i love that commetn about cortes and being mistaken possibly for the sun god… the writers for these things are generally really smart people. i wouldn’t be surprised if they were aware of the myth….
Posted 06 Jan 2008 at 11:31 pm ¶
Rob Schmidt wrote:
Your third ad says to me that Indians are violent and savage. They may be “wise” enough to stop someone from drinking and driving, but they do it by using primitive weapons–by chucking spears first and asking questions later.
What if they pulled the driver aside and tried to reason with him instead? Is it inconceivable that Indians might react intellectually rather than emotionally to a potential problem?
Posted 23 May 2008 at 10:46 pm ¶
joe c wrote:
so this bugs me. he answers in their language. and so does she. how do they understand what is being said?
Posted 23 Oct 2008 at 12:20 am ¶