This ad in anyway I don't find it insulting, on the contrary the discourse aims to a cultural reconciliation, if we take into account that in the southern states of the U.S, mostly in Texas, for decades there have been hate rage towards the Mexicans, especially 'los mojados' (illegal aliens) Mexican community.

Doing a brief analysis of the ad; the Texan Cowboy arrives to the Mexican wrestler house, the voice-off points out the following: "Brought together by destiny". This statement gives a historical background, taking into account that Texas once belong to the Mexican territory, so in someway Texas has links with Mexico hard to come away. Then we see the Mexican wrestler help the Texan Cowboy to open a can of sauce or similar, and the Cowboy does the same with the wrestler to clean the dirty spots of the window that he can't reach. The voice-off points out: "People say it never work". This phrase what is trying to say is that Mexicans in the U.S and the Americans can work together and coexist, and leaving aside racial issues, and the 'Texican Whooper' is an example that this is possible.

The critics toward the ad are only based on two aspect; that the Mexican wrestler is a midget and because allegedly in his outfit they are using patriotic symbols and national emblems. I must say, after I view the ad several times, in any scene I saw the emblems or any patriotic symbols neither on the cape nor any other part of the outfit of the wrestler, despite that the outfit have the national colors. I don't see any violation of the constitutional regulation on the use of the National symbols, in that case, the Mexican National soccer team should avoid using the colors of the Mexican flag.

On the other hand, the Mexican midget wrestler has a symbolic figure in the ad, which is not in any case being disrespectful with the Mexicans. Making a semiotics analysis, the midget or short Mexican wrestler, however we want to see it, symbolizes the vulnerability and inferiority conditions of the Mexicans in the U.S.

I disagree fully the statement of Jorge Zermeño Infant's complaint that the stereotypes shown on this ad shows a lack of knowledge and lack of respect toward other cultures, in this case the Mexican.

The message of this ad is indeed shocking and extremely positive,in the sense that they are recognizing the unfairness treatment of many years toward the Mexican community.

Gabriel Infante
Degree in Broadcasting Comunication and Journalism