Aeromexico - Fronteras

Aeromexico - Fronteras

A new ad produced for Aeromexico by agency Ogilvy & Mather México, ‘Fronteras’ or Borders, takes a hard stand against bigotry, abuse, and discrimination while indirectly addressing Donald Trump’s antiimmigration threats.

It’s a gritty commercial (video) , filmed mostly in black and white, and featuring a voice-over in Spanish which draws attention to the many borders people put up against those who are different.

“Borders. Has anything good ever come of them?” The voice actor asks. “Separation? Limits? I’ve seen as many as mankind has been able to create.”

After a review of conflicts between people which create literal or figurative fences, the ad shifts to full colour and focuses on the skies where an Aeromexico aircraft flies over a green landscape.

“Borders. On land they can maintain distances. But in the sky … we show you it’s different,” the voice actor says.

The ad is a useful model for how to creatively dovetail political and social messaging, without becoming mired in rhetoric.

The ad as been lauded by media publications like AdWeek and Creativity as well in its home market.

It’s not the first bold ad move by Aeromexico. The airline has previously tackled stereotypes with its “We Prove It Different” campaign , also by Ogilvy and Mather Mexico, which we reported on in April.