P&G Brand and La Raza Take on Hispanic Stereotypes
In This Video, Ketchup and Tide Pods Can Wash Away Labels
Oct 15, 2015
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."