Airline Takes a Stand Against Borders
“Borders. Has anything good ever come of them?” asks a voiceover in the spot below, as gray-scale images of walls, fences and “No Trespassing” signs speed past.
“Separation? Limits? I’ve seen as many as mankind has been able to create. Invisible borders. Human ones. Between men and women. Between the thin and the fat. Between those who make decisions and those who abide by them.”
At first, it feels like a social-issues PSA, with moody footage of traffic jams, military parades, riots and even a grade-school bathroom “swirly” tossed in for good measure. Actually, it’s a commercial for a leading brand in Mexico, whose identity isn’t revealed until the final seconds of the riveting minute-long ad:
This powerful ad from Aeromexico and created out of Ogilvy & Mather Mexico takes an obvious jab at presidential candidate Donald Trump by examining the concept of borders — and the strife they can create in society.
There are ideological divides that lead to tensions between man and woman, fat and thin, straight and homosexual.
Then, there are the more tangible separators like fences and walls — an obvious nod to the tremendous barricade between the U.S. and Mexico proposed by Mr. Trump, built “simply because someone didn’t want anything to do with someone next door.”
“Has anything come of them?” asks the voice of an omniscient narrator, who then eventually reveals himself to be the voice of Aeromexico, saying that it’s possible to rise above it all.
“On land, borders can maintain distances, but in the sky, we show you it’s different,” he says. “Excuse me: I have a job to do.”