P&G Brand and La Raza Take on Hispanic Stereotypes
In This Video, Ketchup and Tide Pods Can Wash Away Labels
Editor's Pick
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."
Credits
- Date
- Oct 15, 2015
- Brand :
- Tide
- Client :
- Tide
- Agency :
- Conill
- Chief Creative Officer :
- Javier Campopiano
- 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
- 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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