In an effort to distance itself from Mexican food marketing stereotypes, Sterling-Rice Group has created a digital and television campaign for Ruiz Foods that pokes fun at the very stereotypical Mexican telenovela. Called, El Monterey, the effort includes a full on cast in multiple episodes that center on stereotypical telenovela plotlines such as forbidden love affairs, backstabbing, babies being switched at birth and mysterious illnesses.
Wait, what? Isn’t that just playing into stereotypes as opposed to shifting away from them?
Well, thankfully, the episodes to shift away. Very quickly. With climactic moments replaced by tension-reducing dialog such as “Let’s eat!”
The episodes are directed by NBC “Parks & Recreation”/MTV “Human Giant/Adult Swim “Eagleheart” director/writer Jason Woliner. One can be seen here (or below) and a behind the scenes making of video can be seen here (or below). A website will go live later today. All the episodes can be seen on their YouTube channel.
