Mark Stevenson, AP, April 14, 2009
Mexico is protesting what it says is a whopper of an insult. An advertisement for Burger King’s Texican Whopper burger that has run in Europe shows a small wrestler dressed in a cape resembling a Mexican flag. The wrestler teams up with a lanky American cowboy almost twice his height to illustrate the cross-border blend of flavors.
“The taste of Texas with a little spicy Mexican,” a narrator’s voice says.
The taller cowboy boosts the wrestler up to reach high shelves and helps clean tall windows, while the Mexican helps the cowboy open a jar.
Mexico’s ambassador to Spain said Monday he has written a letter to Burger King’s offices in that nation objecting to the ad and asking that it be removed. Jorge Zermeno told Radio Formula that the ads “improperly use the stereotyped image of a Mexican.”
One of the things that most angered Mexican officials was a print edition of the ad showing the wrestler wearing what appear to be a Mexican flag as a cloak.
Mexico has very strict rules about using the flag. In 2008, the government fined a foreign-owned publishing house, Random House Mondadori SA, for showing disrespect to the country’s flag in a video posted online.