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A Mexican Coca-Cola Commercial was Supposed to Create Unity, but It Pissed People Off Instead

Coca-Cola México is in the middle of a social media and cultural understanding backlash for an advertisement featuring the Mixe community of Oaxaca, México.

ICYMI, Coca-Cola México released a new Christmas commercial to get the holiday feelings flowing.

Credit: Coca-Cola Mexico / Cuéntame de Cortazar / YouTube

The commercial features ethnically white Mexicans going to an indigenous Mixe community with tools, wood…

Credit: Coca-Cola Mexico / Cuéntame de Cortazar / YouTube

And a big-ass cooler of Coca-Cola. Just a group of young kids trying to spread Christmas cheer to an indigenous group of people in Oaxaca, right?

So the group of youths built the Mixe people a Christmas tree using wood, red paint, and Coca-Cola caps.

Credit: Coca-Cola Mexico / Cuéntame de Cortazar / YouTube

You’re probably thinking…

Credit: SNL / NBC / yosoyfans / Tumblr

Well…

People have criticized the commercial for perpetuating the “white savior” mentality.

Credit: Coca-Cola Mexico / Cuéntame de Cortazar / YouTube

The white savior complex is when someone of the western world comes swooping in to “fix” the problems of those less fortunate. Think of movies such as The Blind Side, Freedom Writers or even Django Unchained.

And after some social media backlash, Coca-Cola México removed the video from it’s YouTube page.

Credit: Coca-Cola Mexico / Cuéntame de Cortazar / YouTube

READ: French Fashion Designer Gets Called Out for Copying Indigenous Oaxacan Clothing Design

Coca-Cola México was hoping to start a conversation on ending prejudices using #AbreTuCorazon. Instead, the hashtag was used to debate Coca-Cola’s treatment of the indigenous population…

Some see no problem with the commercial.

Others in Oaxaca are defending the commercial.

And this guy is using the hashtag to drop some knowledge on Coca-Cola’s impact on Mexico.

Many are more concerned with the use of indigenous people in the ad as a marketing ploy.

https://twitter.com/dianaecho/status/671991439748898816

This writer had a suggestion on how Mexicans could help:

https://twitter.com/CJ_Haslett/status/671933791376678912

Coca-Cola offered this response when asked about the ad:

“As part of Coca-Cola México’s Christmas campaign for this year the video “Mixe Community Totontepec” was launched on digital channels, seeking to convey a message of unity and joy. Our intention was never to be insensitive to or underestimate any indigenous group. We have now removed the video and apologize to anyone who may have been offended. In nearly 90 years in the country, Coca-Cola Mexico has worked to share messages of unity and friendship to contribute to build a society free of prejudices.”

Credit: eater.com

Watch the full commercial below and judge for yourself:

Credit: Cuéntame de Cortazar / YouTube

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