Momentum Energy pulls ‘culturally insensitive’ ad and apologises to Mexican community
Momentum Energy has pulled its ‘Less Hassle More Hustle’ TV commercial and apologised to the Mexican community following a complaint from the country’s ambassador about the ad.
Launched in late January, the ad featured a dinner guest breaking into Spanish midway through a conversation with the traditional Mexican folk tune, Jarabe Tapatío, playing in the background.
The ad, part of an integrated campaign created by BBE, ran across digital and cinema in February.
Following complaints on the company’s Facebook page, the Mexican ambassador to Australia, Eduardo Peña Haller, stepped in with a letter expressing his deep disappointment in the brand for using the tune and requesting the ad be withdrawn.
“As Ambassador of Mexico to Australia, I write to express my deep disappointment in regard to your recently launched campaign ‘Less Hassle More Hustle’, specifically its TV ad,” wrote the diplomat.
“While we do understand the appeal of humour in advertisement, we find the association of a Mexican traditional folk tune (Jarabe Tapatío) with negative connotations demeaning and culturally insensitive.
“Over seven thousand Mexican-born nationals currently reside in Australia, according to the latest census, a vibrant and mostly young community formed by very hard-working and well-qualified people. Some of them have written to us to express their concern regarding your publicity, which they find personally offensive.
“We kindly ask for this campaign to be rescinded and for an apology to be issued to the members of the Mexican community in Australia.”
In response to the complaints, Momentum took the ad down and managing director Amy Childs personally apologised to the Mexican community and the ambassador.
“Your Excellency, it was never our intention to upset or disrespect any member of the community and I’m very sorry that we have done so,” Childs wrote. “I offer my sincere and unreserved apology to the entire Mexican community of Australia, and personally to you as the representative of your government in Australia.”
Childs has also been personally apologising to individuals posting complaints on Momentum’s Facebook page.
Momentum have replaced the ad with a less contentious ‘robot mum’ commercial.
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We live in an era where people are waiting in the wings to be insulted or offended. The tune has been played for many years as a well recognized Mexican/Spanish identifier. It is like playing a few bars of Rule Britania to identify a certain level of British society, The Marseillaise to identify France or Waltzing Matilda to represent Australia.
For example, the character of Manuel in Fawlty Towers is no more a representation of Spanish people, than Basil Fawlty is representative of British people. The comedy relies (inter alia) upon a difference of culture and language, in order to feed the comedy.
The major problem with the ‘Less Hassle More Hustle’ TV commercial, is not that it threatens to be insulting or offensive, but rather that it is very poorly constructed, with a very weak ( almost unfathomable) storyline. The progression is unclear and the direction slightly heavy-handed.
I don’t say this with any malice or hurtful intent, but I give this honest and informed criticism because I believe that truthful opinion is less injurious than horrible imaginings.
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Richard, it’s still microaggression. As if it’s the fault of foreigners that too many Australians cannot understand simple instructions over the phone.
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Richard, it’s still microaggression. As if it’s the fault of foreigners that too many Australians cannot understand simple instructions over the phone.
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“Microaggression”? When I was a student in Italy (a long time ago) I had to listen very carefully to everything that was being said, equally I had to speak very slowly to be understood. I raised eyebrows and I caused laughter because I was hearing and uttering strange sounds that made me difficult to understand. It was not my fault, and it was not the fault of the Italians, it was just confusing for both of us.
Basil Fawlty: On those trays!
Manuel: No no Mr Fawlty, Un dos tres!
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I am a Mexican-born resident of Australia and I did find the ad offensive, not just because I live waiting to get offended or insulted. but because this advert connotates a negative aspect to Mexican culture and stereotypes our culture as being lazy, careless for others and poor minded, where we are actually strive to being the oposite. The Jarabe Tapatio represents the traditional western culture of Mexico and despite the tune being played multiple times, it should not be associated with bad quality service/experience as it does not represent that level/proportion of our society.
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Come on, you have to admit that you people are slow thinkers. Look at all the fluoride you put in your drinking water. The bad guys in Germany gave fluoride to their prisoners to keep the calm during WW2. Fluoride does have an effect on IQ as well. You could call this effect “laidback”.
Therefore, again: “Microaggression” meats “100% Australian produced and owned”.
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How about the concept of political correctness?
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I agree with you the ad lacks of storyline. I’m Mexican and I wasn’t offended by the Jarabe Tapatio playing on the background as a marketer didn’t like the ad as has no relation to Australian using Mexican/Spanish based call centres.
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WOW, the intention of the ad wasn’t to show the bs you are saying and Im Mexican born too
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