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Mibanco Cholo: I Am

February 21st, 2016

Episode 1686 of 5181 episodes

"Cholo" is the word that defines, since the XVII century, the dark-skinned Peruvian mestizos and natives. This word has been mostly used by colonial Spaniard-descendant, white skin people, to describe (and explicitly humiliate) this majority of the Peruvian population in a racist way.This is the first time in advertising that a brand challenges this racist paradigm, by completely reversing the lyrics of a famous folk song (Cholo I am) that associated the cholo to defeat and resignation. VIEW THE SPOT

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