[Quest:] Extraordinary story of appetizing. Aeromexico is telling Americans, we'll give you a discount if can prove you have Mexican heritage. Take a DNA test, and the more Mexican blood you have, the bigger the discount. The ad was filmed in Texas and it followed President Trump's call for a border wall.
[Unidentified Male:] Do you like Tequila? Yes. Do you like burritos? Yes. Do you like Mexico? No. And when your company name is Aeromexico, well, so how do we increase USA flights to Mexico if a big part of Americans just don't like Mexico. According to the Department of Homeland Security, Mexican immigration goes as far as the 1800s, settling in on the south. Meaning that a big percentage of Mexican ascendance in the USA doesn't even know it yet.
[Quest:] Now, the ad then goes on to prove as the various people then learn that they've got percentage of Mexican blood within them. I want to bring in Bruce Turkel; he's the CEO and founder of Turkel Brands, a management firm. He joins me from Miami. Always good to see you, Bruce. You've seen the advert
[Bruce Turkel, Chief Executive Officer, Turkel Brands:] Good evening, Richard
[Quest:] It's moving infomercial, it goes on for some two and a half minutes, and it's a good story-tell. But does it work for you?
[Turkel:] Well, it goes on for two and a half minutes because, obviously, the whole point of this is they want it to go viral. They want it to sell they want you to sell it and send it to other people. Does it work for me? You know, what's interesting on a lot of levels. As an American, I find it fascinating. As a traveler, I had to watch. As someone who has partisan, political views as we all do, I also found it fascinating. But as someone in the industry, I'm not so sure. I did a lot of work for Avio, TECO, for Taco, for Long Chili and their number one market is VFR, that's called visiting friends and relatives. Indigenous residents of a country going home. So if you get a percentage off for Mexican heritage, does that mean if you're Mexican, you fly for free? I don't understand how that works.
[Quest:] As in terms of just being down right controversial, it sort of pokes fun at what some would say as being ignorant Americans in the south who discover that they are part Mexican. Does is that is that nice?
[Turkel:] It's not nice to poke fun at anybody, but I think you said the right words upfront, Richard. In terms of being down right controversial, we have proved that in today's environment, both politically and also advertising business, there's no margin in the middle. You have to both excite people and take the risk of let's face it, ticking people off in order to get a response. So no, it's not nice, but it's telling and it makes you watch. You want to hear what these people do. You either side with them or against them, but you can't turn it off.
[Quest:] It's reality TV in an advert, look, remember yesterday on this program, we had the new Gillette commercial which is all about getting men not to be so boarish. Let's all listen to that one quickly for a second.
[Damon Jones, Vice President Of Global Communications, Procter & Gamble:] Nine out of ten consumers tell us that, you know, they want brands to be active on social and environmental issues, and they will have a more positive view. We know that half of those consumers influence, you know, the purchase decisions or influence by their shared beliefs from a brand. So we believe it's an opportunity for us and we believe that when we do it, we can again have a positive impact on society and reflect well on our brands.
[Quest:] That was head of commerce for P&G there, defending it. You've seen that commercial too.
[Turkel:] Yes, of course
[Quest:] It's taken a lot of flack, does it work for you?
[Turkel:] Yes, I think that one makes a lot of sense for a couple of reasons. One of which is obvious, one of which is not so obvious. Think about when you shave, Richard, what is a more intimate time than when you're looking at yourself in the mirror and trying to make yourself feel better and look better. So having a conversation with yourself about how you may have misbehaved, how may be you didn't do the right thing back in your past, that's a very intimate moment, and I think that ties in exactly with who Gillette is, be the best a man can be. But there's something they're not telling you. In women's
[Quest:] Right
[Turkel:] Wear I'm sorry, in men's wear, 80 percent of men's wear is purchased by women. They buy it for the men in their lives. How many Gillette customers get their razor blades because their girlfriends, wives, mothers, somebody else buys their blades? My wife happens to buy mine for me. That ad speaks to women.
[Quest:] All right
[Turkel:] I have a feeling that what Gillette is not saying is a big part of their purchasers of men's blades are women.
[Quest:] Haven't thought about, brilliant, good to see you, Bruce, have a lovely weekend.
[Turkel:] Thank you, Richard, and you
[Quest:] We will take a profitable moment after the break, it will be a short one, but we'll still have it.