"When Mexico sends its people, they're not sending their best," businessman Donald Trump infamously said last year during the speech announcing his presidential campaign. "They're sending people that have lots of problems, and they're bringing those problems with us. They're bringing drugs. They're bringing crime. They're rapists. And some, I assume, are good people."
The backlash following his incendiary remarks about our neighbor to the south didn't seem to hurt him; if anything, it helped propel the reality show mogul to the top of the polls. Today he's the clear frontrunner of the Republican presidential primary.
The campaign video features Latinos "conceding" to being dealers, murderers, and traffickers. But they then turn around to reveal who they truly are — a dealer of flavor, a chef; a murderer of boredom, a comedian; a trafficker of stories, a director.
Created by ad agency Walton Isaacson and CHIRLA Action Fund, a California-based organization that serves immigrant families, the campaign wants to "reframe [Trump's] pejorative characterizations."
"We are very committed to minorities… and we believe that there's an urgent need right now to speak the truth and confront negative racial stereotypes," Martin Cerri of Walton Isaacson said in the press release.
Many Mexicans and Latinos have been vocally critical of Trump's inflammatory statements. Reports that Latinos are increasingly seeking citizenship to be able to vote against Trump demonstrate the degree to which his remarks have mobilized the Latino communities to act against racism and xenophobia.