The Coca-Cola Company has a issued an apology for its new Christmas video showing young, jubilant white hipsters distributing Coke bottles to a community of indigenous peoples in Mexico.
The video opens with shots of sullen indigenous peoples, young hipsters happily quaffing Coke, and statistics, specifically that 81.6-percent of the indigenous peoples of Oaxaca, Mexico, feel marginalized because they don't speak Spanish.
Coke has since pulled the video from its YouTube channel, though it is still available online.
"Our intention was never to be insensitive to or underestimate any indigenous group," Coke said in a statement, Latino USA reported. "We have now removed the video and apologize to anyone who may have been offended."
Regardless of the company's apology, Twitter remains abalze with condemnation of the ad.
Photo courtesy twitter.com.
Activists called the video racist and said it "reproduced and reinforced stereotypes" of indigenous peoples, the Guardian reported.
"I consider this type of advertising an act of discrimination and racist," Elvira Pablo, an indigenous lawyer, said at a press conference, according to Mashable.
Watch the video below:
Culture Editor Simon Moya-Smith contributed to this report.