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Dreams of a World without Borders

Black and white world map

Borders are much in the news lately. They’re constructed between nations, between peoples, between sexes and between religions. Whether literally or metaphorically, borders are a powerful tool in arsenals of political rhetoric, suggestive of security and solidarity in the face of a quickly-changing world. It’s a brave marketer willing to wade into this bubbling political stew and take a stand. But that’s just what AeroMexico, Mexico’s flag carrier airline, has done in a brave new TV spot, “Fronteras.” Shot in stunning black and white and subtitled in English, the piece opens with a close-up of children’s hands clinging to a chain-link fence, endowing the commercial with urgency and importance.

Cool Show Banner 550pxCreated by ad agency Ogilvy in Mexico City, “Fronteras” is anti-polemical in approach but muscularly supportive of the need to bring people together – the core role of an airline. It’s the kind of thoughtful content we’d all want to forward to our politician-of-choice in hopes that government might play as constructive a role in these divisive debates as has Mexico’s national airline.

Steve Harty

Photo Credit: Black-and-white image of world map outline courtesy of Pixabay.


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