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Tue22May2007

Consumer group calls Cuba ad racist and sexist

12:32 H | Topics: Controversia - Cuba - Marketing - Race - Sex - Spain - Women

Spanish airline Iberia is in hot water for an ad they used to promote a contest for a trip to Cuba on Iberia.com. The commercial (video after the jump), which depicts a white baby (yes, baby) on a trip to Cuba, where hordes of scantily clad Cuban women dance and satisfy his every need, is at the center of the controversy. Spanish consumer rights group FACUA was outraged by the ad, calling for its immediate removal because:

...it presents "denigrating stereotypes of Cuban women, showing them as mulattas in bikinis who are at the service of tourists around the clock to dance for them, give them massages, fan them and give them food and drink"
According to Spain's 20 Minutos, the ad was created for a promotion celebrating the 10-year anniversary of Iberia.com. And it gets worse:

The next sequence shows the baby surrounded by mulattas aboard a convertible, drinking and getting massages while, to a Caribbean rhythm, he narrates his journey after having won the contest. His chorus of companians sing "está chupao, está chupao".

Shortly after, the baby asks the Cuban women to taken him to his crib: "venga mamitas, llévenme a la cuna"; while receiving a massage he exclaims "go to iberia.com and come here with me, 'cause it's wonderful to do nothing lying in hammmocks without spending money."

I've poked around but I haven't been able to find out what genius ad agency came up with this concept. But as with all cases of terribly offensive marketing, you can only blame the agency so much. Iberia signed off on this. I can just imagine a board room of stuffed shirts clapping their hands to the reggaeton beat, seeing themselves reflected in the character of the baby, and remembering their last trip to La Habana. Bleck.

Due to the uproar (and FACUA citing that given the fact that the spot promotes women as objects, it's actually illegal to run it in Spain) the little masterpiece has been pulled. And what does Iberia have to say? A spokesperson said "It was totally trivial."

What do you think about the ad? Does it help promote sex tourism to Cuba or is it harmless?

Via / 20 Minutos

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Feedback (10) » Share your opinion

1. pedro gonzalez ~ Tuesday, May 22 2007 | 18:57H:

Excelent add from Iberia. I also want to go to Cuba!

2. pedro gonzalez ~ Tuesday, May 22 2007 | 18:57H:

Excelent add!

3. Alex ~ Tuesday, May 22 2007 | 20:06H:

pedro gonzalez tu eres un pendejo o Cabron..Pienso que usted es un estúpido e ignorante.

4. chocolatequark ~ Tuesday, May 22 2007 | 22:15H:

I think the issue is obvious. The ad strongly implies that if you go to Cuba (using iberia.com's services, of course!), then you also will enjoy the ministrations of multitudes of scantily clad women who cater to your every whim, while you lie around in luxury. Now, I think it goes without saying that you're not going to get women to do all that without paying for them... and since women who are paid to "take you to your bed" are probably being paid for other, more illicit things as well... I think we all get the picture. Yes, this is sexist; more specifically, it implies that Cuban women tend to act a certain way and provide a certain sort of service. If I were a Cuban women, I'd be directly offended at the prospect of being viewed and treated with that assumption. Personally, I'm disgusted that any company would be so idiotic as to approve this advert.

5. RenegadeLatino ~ Wednesday, May 23 2007 | 14:07H:

I thought it was like a reggaeton or rap music video more than anything else. I think more has been read into this than should be. I'm not defending the video, but c'mon. In the post it says "which depicts a white baby" is it necessary to say white? Do you really know the baby is white? I guess I'd like to know when you say white.

@chocolatequark
Saying 'Now, I think it goes without saying that you're not going to get women to do all that without paying for them... and since women who are paid to "take you to your bed" are probably being paid for other, more illicit things as well... I think we all get the picture.' is going a bit far I think. I have been able to dance with women without paying for it. This video isn't real life, its drawn and I don't think these women are prostitutes. I would say the point is that we've denigrated the image of women so much on tv that they act like prostitutes in commercials. But I don't think these women are prostitutes being paid to "take you to your bed".

@everyone
I think that this demeans women. I do not think it's a Cuban thing as much as it is a women thing. Iberia and that ad agency, I believe, would have done this for a trip to Puerto Rico or Jamaica or Brazil, so I do not believe this is racist against Latinas in particular. I think that this speaks to how women have been demeaned visually over and over again.

The ad is horrible - yes.
The ad demeans women - yes.
The ad should be off tv - yes.
Is Iberia sexist - they look like it.
Is Iberia racist - probably not.

I guess I'd just like to see more emphasis on the sexist part and not the racist part. We really need to have a better depiction of women of all races and ethnicities.

6. Maegan la Mala ~ Wednesday, May 23 2007 | 14:48H:

Why are people so afraid to pull the race card when it obviously needs to be pulled. The women are obviously darker and made exotic and "other" compared to the baby. Why can't the intersection of race and gender bias be called out? Why must it be one or the other? No doubt that images against women of all shades abound but lets be real, women of color in particular are targeted on two levels

7. Constructive Feedback ~ Wednesday, May 23 2007 | 18:44H:

Roughly 69% of the Cuban population has African ancestry. I don't see what the problem is.

With some people you are a racist for NOT SHOWING ENOUGH Black people and you are a racist if you show us.

8. Yvonne ~ Wednesday, May 30 2007 | 10:54H:

Protest?!Give me a break! Like that's not actually happening in Cuba. I am of Cuban decent and even I know this ad is not far from the truth. After all before Fidel got sick I saw him in the news saying in an assembly that all his prostitutes were professionals.

9. No kidding ~ Wednesday, May 30 2007 | 11:03H:

This ad is very much what's happening there. The situation there has gotten so bad that women have had to sell themselves for a plate of food sometimes and most of these are women are women with college degrees. If this ad is doing anything it's actually pointing out a real fact. What do you expect from a country that has no regard for Human Rights?

10. Patricia ~ Wednesday, Jun 06 2007 | 17:32H:

Have any of you guys been to Cuba or for that the D.R. and any poor caribbean country????

Well, I have. And Yes, you do LOTS of older white European & American men with Cuban women and girls and yes I said girls because some of them looked obviously UNDER-AGE.

Why do I use race/color?? its only because an older white man and younger dark skinned or mulatta female sticks out like a sore thumb. Just the sight of some 50-something or 60-something white man holding onto to much younger barely legal, dark skinned or brown skinned girl; buying her drinks or trying to liquor up some young girl for a night of wild sex (that they would NEVER do with their own wives) is just a sight out of the ordinary but very common when you really start looking. I would never call these young women prostitutes because they live in a poor country and they must do whatever they can to survive even if it means to sell their bodies to some fat old (white) American/European man with dollars or euros to throw around.

I just got back from the D.R. and I spoke with a German man who's on his 5th trip to the island, he spends aprox. $500 dollars per day with 5 different young (and darker) women. That's about 370 euros (a good deal for him) or about 15,000 RD pesos or 3,000 RD pesos per girl. 3,000 RD pesos goes a LONG WAY in the D.R.

When you see an older white man with a MUCH younger and darker women there is only one thing they could be doing........

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