It looks as though there are a rather a lot of people in the southern states of America in favour of that dreaded wall. They don’t want Mexicans here and they don’t want to go to Mexico.
American like this bloke:
“Let me stay here in peace and let those folks stay on their side of the border.”
And this bloke:
“The idea of going to Mexico is not something that I would foresee.”
That Americans don’t want to travel to Mexico is a problem for the airline called Aeroméxico. The national airline of Mexico wanted to fix its problem. So Ogilvy Mexico worked out that Mexicans had been spreading their genes quite widely over the last few centuries. In fact, California, Nevada, Utah, most of Arizona, about half of New Mexico, about a quarter of Colorado, and a small section of Wyoming used to be part of Mexico.
Now, as the eight southernmost states in the US touch the Mexican border, the agency figured it was quite likely there would be Americans there with a proportion of Mexican genes. The agency chose Texas and went there looking for Texans with no intention of ever going to Mexico and Mexican genes…
Because the agency had a plan. It was going to offer those people discounts to fly to Mexico – discounts that were based on their proportion of Mexican genes.
Not everyone was happy to be told he or she was Mexican. This guy found out he is 22% Mexican:
…He was, let’s call it less than impressed. Until the discount was mentioned. When he found out he was eligible for a 22% discount his response was, “But what if I want to take my wife”.
After Texas, the project continued in Colorado, Utah and Nevada. 54% of the people tested had some Mexican heritage. And the idea went viral:
Title: DNA Discounts
Client: Aeroméxico
Office: Mexico CityTo inspire more travelers to visit Mexico, Aeroméxico revealed some surprising information to Americans about their own heritage.
See more creative work, here: https://t.co/unXxF8YVmc #ClientWork #AdOfTheDay pic.twitter.com/E8EahCJgZq
— Ogilvy (@Ogilvy) January 9, 2019
As always, one quick wit from the Twittersphere came up with the ultimate campaign summation:
[The campaign video appears to be 11 minutes long. Fear not. It’s not. It has been uploaded several times]
https://youtu.be/5_SPZQg0npA
