Berlitz & Leo Burnett Racist Advertising: Indigenous Man Abused as He is Unable to speak English

Racism in Peruvian media, again. A reader of this blog alerted me of an unfortunate and racist internet advertising, posted online in El Comercio which is the most popular newspaper in Lima and well known in most of Peru. The ad shows an Indigenous man from the Andes region, presented as a criminal and ignorant individual, unable to say anything because he can't speak English.

The man is shown nervous and frightened while being harassed by what seems to be a couple of law enforcement agents [U.S. immigration agents? Peruvian police?] who are asking him: “What are you waiting to talk?” The Native man stays silent:

This racist ad was produced by the Peru Colombian branch of the U.S. publicity corporation Leo Burnett, for Berlitz International and it was posted in El Comercio website, along with the Berlitz websites in Peru and Colombia.

The website of Berlitz Peru shows only white people in a country with 90% population of Native and African descendant peoples. I decided to take action and called Berlitz International headquarters in Princenton, New Jersey and I left message to the company's vice president:

Racism in South America

Racism in Peruvian and Colombian media against Black and Indigenous peoples is permanent. We have seeing this portrayal of Indigenous peoples in demeaning ways in TV, radio, and now the Internet. This is causing a damage to our children who see their parents, grandparents and themselves presented as ignorant delinquents, and as inferior people.

I have spent almost half of my life away from Peru, and every time I travel there I see the racist media content and it disgusts me. Peruvians are wonderful and hard working people who deserve to be respected.

This kind of racist advertising produced by foreign corporations would not be allowed here in the United States. So why is Berlitz Peru and Berlitz Colombia promoting hate and racism against Indigenous peoples in South America, using U.S. corporations?

More importantly, are the U.S. offices of Berlitz International and Leo Burnett aware of this advertising produced in South America by their partners?

Let them know, as I already did:

Berlitz U.S.:
(609) 514-3400

Berlitz Peru:
servicio.cliente@berlitz.com.pe

Lima's newspaper El Comercio:

editor web:
editorweb@comercio.com.pe

publicity web:
splenge@comercio.com.pe

Take action today!

Updates

Racist ad was created in Colombia by U.S. corporation Leo Burnett

Victory! Since March 10, 2009 the racist advertising was taken off El Comercio website. Abby Lovett, who is the Media Relations Manager of Leo Burnett, send me this message from Chicago:

Hi Carlos - ... I wanted to let you know that the ad has officially been taken off the air. Thank you for your call and please accept my apologies for any unintended offense. Best regards...

The ad was still posted on Berlitz Colombia's website but eventually was also deleted.