P&G Brand and La Raza Take on Hispanic Stereotypes

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

Published On
Oct 15, 2015

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."


Oct 15, 2015
Brand :
Client :
Agency :
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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