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  • 01.14.13

A New Campaign Busts Latino Stereotypes

Image hub Latinstock draws attention to cultural assumptions.

A new campaign for image site Latinstock plays out like the obverse of Jeff Foxworthy’s famous “You Might Be a Redneck” shtick; instead of glorifying Latino stereotypes, it explodes them.

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Latinstock manages the production and distribution of image content in nine countries of Latin America and in Spain and as such, the organization has a surplus of images of Latino people doing everyday stuff.

Created by Y&R, Quito, Ecuador, a new print campaign showcases the company’s image offerings while pointing a spotlight at stereotypes associated with the people in the images. Each execution features a small image in the bottom left-hand corner of a Latino performing an innocuous task, such as watering a plant. The rest of the space is devoted to text that points out how a “white man” doing such might be mistaken for an ecologist while a Latino might be mistaken for a pot dealer. A tag line promises: “We have a better image for Latin people.”

See the other stereotypes depicted in the slide show above.

About the author

Joe Berkowitz is a writer and staff editor at Fast Company. His next book, Away with Words, is available June 13th from Harper Perennial.

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