AeroMexico: DNA Discounts

AeroMexico, the country's national airline, has released a new "DNA Discounts” campaign via Ogilvy Mexico which offers discounts on flights to Americans who can show by taking a test that they have Mexican DNA. The amount of the discount depends on the person's percentage of Mexican ancestry. If a person has 15% Mexican heritage they qualify for a 15% discount on the airfare. The spot features interviews with a few residents of Wharton in Texas on why they won’t visit Mexico for a holiday. Wharton is about 300 miles north of the Mexican border.