Indigenous rights and consumer rights activists are demanding sanctions against Coca-Cola Mexico for an advertisement in which a group of pale-skinned and obviously affluent young people roll into an indigenous town to build a Christmas tree for wide-eyed locals.
“This type of publicity is an act of discrimination and racism,” indigenous lawyer Elvira Pablo told a press conference in Mexico City on Wednesday. “It is a comment on our type of life and an attempt to put a culture of consumerism in it’s place.”
Pablo and the other activists called on Mexico’s governmental anti-discrimination commission to open a case against the ad. “The ad,” a statement said, “reproduces and reinforces stereotypes of indigenous people as culturally and racially subordinate.”…