Global drinks company Coca-Cola has been branded racist over a Christmas advert intended to unite communities.
Critics have blasted the commercial, which was released in Mexico and was designed to encourage cooperation between marginalised groups.
Inspired by the Christmas theme of giving, it centres on a trip to the indigenous community of Totontepec and shows young people working to erect a Coca-Cola branded wooden tree.
But the concept has infuriated groups who insist it reinforces racial stereotypes.
The colourful advert shows young people driving to a location, carrying ice buckets filled with Coke.
As the youngsters sip on the fizzy drink, locals gather to see the tree lit up.
The intention of the advert was to encourage people to “break down prejudice and share.”
It stated: “This Christmas a group of young people decided to give something very special to the indigenous community of Totontepec de Morelos in Oaxaca. You, too, open your heart.”
The advert then goes on to add that 81.6% of Mexico’s indigenous people feel marginalised because they don't speak Spanish as a first language before showing the words, “We will stay united” in the Mixe language.
However, rather than supporting the message contained in the advert, critics have demanded the firm apologise.
One person wrote on Twitter: "When a company as big as Coco-Cola is saying #AbreTuCorazon by giving Coco-Cola to indigenous people. What they are really doing is using them."
Interest group The Alliance for Food Health called on the National Council to Prevent Discrimination to ban the ad.
Diana Turner, a spokeswoman for Consumer Power who belongs to the alliance, added: “It’s outrageous for the indigenous.”
The company has since removed the advert from its YouTube channel and issued a statement.
A Coca-Cola spokesman said: “We appreciated you sharing your concerns. We will be sure to pass along your comments.”
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