The latest ad campaign of the clothing brand Bayo called “What’s your mix?” got criticized for allegedly being racist.
The brand recently released photos of models with mixed ethnicities, which included TV5 actress Jasmine Curtis-Smith. She was labeled “50% Australian and 50 Filipino.”
My first thought when I saw the campaign was that what happens to those who are pure Pinoys or those with no mix at all? And I feared for the brand for seeming to glorify those with mixed ethnicities on this campaign and showed nothing about being 100% Filipino. That, on the time when the Philippine Independence Day is just around the corner.
Don’t get me wrong as I have nothing against those with mixed blood. It’s just that I personally find it off to have a campaign that honors just those with mixed ethnicities. (If I would have a different stand on this if I myself have mixed blood, beats me.)
It could have done Bayo good if they featured at least one model with the label “100% Filipino” but then it wouldn’t fit the campaign title “What’s your mix?” anymore.
Anyway, as if to rub it in even more, Bayo released a statement that read:
“Call it biased, but the mixing and matching of different nationalities with Filipino blood is almost a sure formula for someone beautiful and world-class. We always have the fighting chance to make it in the world arena of almost all aspects.”
The alleged idea behind the campaign is actually to encourage shoppers to try “mixing and matching” pieces from Bayo to create a unique style that is their own. When you look at the campaign, however, it’s really not the idea that comes through.
More of Bayo’s “What’s your mix?” campaign photos below.