Wanted: The Light-Skinned
Read the whole thing here.
Want to know how New Mexico will be presented to the world in the state tourism marketing campaign? What looks like the casting notice for “real people” to star in a New Mexico Tourism spot gives us a clue.
Remember, this advertising campaign, by the Texas-based company, filmed by a California crew, is designed to rebrand New Mexico so affluent people in Houston and Chicago stop confusing us with Oklahoma or Arizona. Here’s what the creative minds behind it see when they think “New Mexico” based on the casting call posted by On Location Casting (with offices in New Mexico, Texas, Nevada and California).
The New Mexico offices are important, because the casting company has been cited as the New Mexico part of this $2 million contract — and what the casting agent called for to portray New Mexico was this. First, “real families … Mom & Dad 35-40 years old, fit and attractive, brown or black hair.” The kids were to be 8-14, “everyday kids,” but fit and cute. The notice also called for “real couples preferred but NOT required,” 30-40 years old. In all cases, mountain biking, hiking and climbing experience was called a plus, with an ability to swim a necessity. Oh, and the other common requirement? Only “Caucasian or light-skinned Hispanic” folks needed to apply. The filming was scheduled for early March.
My guess is that Governor Susana Martinez would make the cut, but not her husband, Chuck Franco.
The chairman of the state Democratic Party blames Martinez, and demands an apology:
The following is a statement from the Chairman of the Democratic Party of New Mexico, Javier M. Gonzales, in reaction to a casting call issued by Governor Susana Martinez’s Tourism Board that asks for “Caucasians and Light-Skinned Hispanics Only.”
“Leaders understand they have immense power to set the standard for what is acceptable, what is important, what is right or wrong. They also set the tone for who we are and what we are proud of as a people. In other words, they lead by example. The message Governor Martinez is sending here is not just that she doesn’t want Hispanics to visit the state - although that alone would be bad enough. It’s that she doesn’t believe the state should be proud of our incredible Hispanic cultural heritage. It’s that our Hispanic culture isn’t worthy of being put front and center.
I also think Martinez should apologize and ask for a retraction, but I wouldn’t blame her for the actions of a subcontractor.