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.
CS:What was it about the Mayan people or that era that got you interested in trying something like this?
Gibson: Well, no, it wasn’t that. At first, I was just trying to make a chase film, but I wanted to make it a chase film that didn’t have automobiles, so I thought of a foot chase. And I thought, “Well, where would you have a foot chase? You’d have a foot chase in some place that was a long time ago. And let me see, where can that be? Oh, this is interesting. No one’s really looked at this much before. And what’s more interesting is that the civilization dates back to millennia before the Europeans arrived.” And that to me, musing on what might have happened before Europe arrived—because we have this conceit that history began when we got here–I thought that was interesting. Most people do it when the boats arrive, and then the fun starts, but I wanted to do it the other way around, and look what was before all that.
Race, Culture, and Identity in a Colorstruck World