Coca-Cola is under fire for an advertisement unveiled in Mexico, focusing on the indigenous Mixe community, that some believe struck a racist, colonialist and offensive tone.

The ad features a group of model-like white teens driving to a remote community of Totontepec in the country’s southern Oaxaca state, where they build a Christmas tree in a town square and begin handing out bottles of Coke

While the ad was attempting to foster a message of unity, featuring lines encouraging people to “break down prejudice and share,” but ultimately failing, instead coming across as tone deaf, racist and problematic. Read more…

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