The Frito Bandito was the
cartoon
A cartoon is a type of visual art that is typically drawn, frequently animated, in an unrealistic or semi-realistic style. The specific meaning has evolved over time, but the modern usage usually refers to either: an image or series of images ...
mascot
A mascot is any human, animal, or object thought to bring luck, or anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name. Mascots are also used as fi ...
for
Fritos
Fritos is an American brand of corn chips and dipping sauces that was created in 1932 by Charles Elmer Doolin and produced since 1961 by the Frito-Lay division of PepsiCo. Fritos are made by deep-frying extruded whole cornmeal, unlike the simila ...
corn chips
Corn chips are a snack food made from cornmeal fried in oil or baked, usually in the shape of a small noodle or scoop. Corn chips are thick, rigid and very crunchy. Corn chips have the strong aroma and flavor of roasted corn, and are often heav ...
from 1967 to 1971. The Bandito was created by the
Foote, Cone & Belding
Foote, Cone & Belding (FCB), is one of the largest global advertising agency networks. It is owned by Interpublic Group and was merged in 2006 with Draft Worldwide, adopting the name Draftfcb. In 2014 the company rebranded itself as FCB.
Parent ...
Agency and animated by
Tex Avery
Frederick Bean "Tex" Avery (February 26, 1908 – August 26, 1980) was an American animator, cartoonist, animation director, director, and voice actor. He was known for directing and producing animated cartoons during the golden age of American a ...
. The character was voiced by
Mel Blanc
Melvin Jerome Blanc (born Blank ; May 30, 1908July 10, 1989) was an American voice actor and radio personality whose career spanned over 60 years. During the Golden Age of Radio, he provided character voices and vocal sound effects for comedy ra ...
, who used an exaggerated Mexican accent not unlike another character of his,
Speedy Gonzales
Speedy Gonzales is an animated cartoon character in the Warner Bros. ''Looney Tunes'' and ''Merrie Melodies'' series of cartoons. He is portrayed as "The Fastest Mouse in all Mexico" with his major traits being the ability to run extremely fast ...
. The Frito Bandito spoke broken English and robbed people of their Fritos corn chips, a reference to the "Mexican bandit" stereotype in
Western
Western may refer to:
Places
*Western, Nebraska, a village in the US
*Western, New York, a town in the US
*Western Creek, Tasmania, a locality in Australia
*Western Junction, Tasmania, a locality in Australia
*Western world, countries that id ...
movies.
Pressure from the
National Mexican-American Anti-Defamation Committee The National Mexican-American Anti-Defamation Committee (N.M.A.A.D.C) is the major advocacy group for Mexican-Americans and DACA recipients in The United States. Mostly active between 1968-1971. The group has undergone development and is actively wo ...
and others prompted an update to the character; his
gold tooth and
stubble were eliminated and his hair combed. The character was retired in 1971. He was replaced by the Muncha Bunch, a group of cowboys, and W.C. Fritos, a character modeled after comedian
W.C. Fields
WC or wc may refer to:
* Water closet or flush toilet
Arts and entertainment
* ''W.C.'' (film), an Irish feature film
* WC (band), a Polish punk rock band
* WC (rapper), a rapper from Los Angeles, California
* Westside Connection, former hi ...
.
History
The Frito Bandito character was developed by the advertising firm
Foote, Cone & Belding
Foote, Cone & Belding (FCB), is one of the largest global advertising agency networks. It is owned by Interpublic Group and was merged in 2006 with Draft Worldwide, adopting the name Draftfcb. In 2014 the company rebranded itself as FCB.
Parent ...
and launched by
Frito-Lay
Frito-Lay is an American subsidiary of PepsiCo that manufactures, markets, and sells corn chips, potato chips, and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavor ...
in 1967.
Actor
Mel Blanc
Melvin Jerome Blanc (born Blank ; May 30, 1908July 10, 1989) was an American voice actor and radio personality whose career spanned over 60 years. During the Golden Age of Radio, he provided character voices and vocal sound effects for comedy ra ...
provided the character's voice, while the animation was directed by
Tex Avery
Frederick Bean "Tex" Avery (February 26, 1908 – August 26, 1980) was an American animator, cartoonist, animation director, director, and voice actor. He was known for directing and producing animated cartoons during the golden age of American a ...
. The character was a stereotypical
Mexican revolution
The Mexican Revolution ( es, Revolución Mexicana) was an extended sequence of armed regional conflicts in Mexico from approximately 1910 to 1920. It has been called "the defining event of modern Mexican history". It resulted in the destruction ...
ary with a
sombrero
A sombrero (Spanish , ) is a type of wide-brimmed Mexican men's hat used to shield the face and eyes from the sun. It usually has a high pointed crown, an extra-wide brim (broad enough to cast a shadow over the head, neck and shoulders of the we ...
,
handlebar moustache
A handlebar moustache is a moustache with particularly lengthy and upwardly curved extremities. These moustache styles are named for their resemblance to the handlebars of a bicycle. It is also known as a spaghetti moustache, because of its ste ...
and thick accent consistent with images of
. He carried two pistols and robbed people of their
Fritos
Fritos is an American brand of corn chips and dipping sauces that was created in 1932 by Charles Elmer Doolin and produced since 1961 by the Frito-Lay division of PepsiCo. Fritos are made by deep-frying extruded whole cornmeal, unlike the simila ...
corn chips at gunpoint. The Frito Bandito was originally featured in commercials that aired during children's television shows, but due to the character's popularity, Frito-Lay soon began using the Bandito in all print and television advertising.
[
Frito-Lay was one of several ]American
American(s) may refer to:
* American, something of, from, or related to the United States of America, commonly known as the "United States" or "America"
** Americans, citizens and nationals of the United States of America
** American ancestry, pe ...
companies that featured Mexican revolutionaries in its advertising during the late 1960s—others included the Liggett & Myers Tobacco Company, the Elgin Watch Company
The Elgin National Watch Company, commonly known as Elgin Watch Company, was a major US watch maker from 1864 to 1968. The company sold watches under the names Elgin, Lord Elgin, and Lady Elgin.
For nearly 100 years, the company's manufacturing ...
, and American Motors
American Motors Corporation (AMC; commonly referred to as American Motors) was an American automobile manufacturing company formed by the merger of Nash-Kelvinator Corporation and Hudson Motor Car Company on May 1, 1954. At the time, it was the ...
. In 1968, two Mexican-American
Mexican Americans ( es, mexicano-estadounidenses, , or ) are Americans of full or partial Mexican heritage. In 2019, Mexican Americans comprised 11.3% of the US population and 61.5% of all Hispanic and Latino Americans. In 2019, 71% of Mexica ...
advocacy groups were founded in opposition to the use of ethnic stereotypes in advertising: the National Mexican-American Anti-Defamation Committee The National Mexican-American Anti-Defamation Committee (N.M.A.A.D.C) is the major advocacy group for Mexican-Americans and DACA recipients in The United States. Mostly active between 1968-1971. The group has undergone development and is actively wo ...
(NMAADC) in Washington, D.C.
)
, image_skyline =
, image_caption = Clockwise from top left: the Washington Monument and Lincoln Memorial on the National Mall, United States Capitol, Logan Circle, Jefferson Memorial, White House, Adams Morgan, ...
and the Involvement of Mexican-Americans in Gainful Endeavors (IMAGE) in San Antonio, Texas
("Cradle of Freedom")
, image_map =
, mapsize = 220px
, map_caption = Interactive map of San Antonio
, subdivision_type = Country
, subdivision_name = United States
, subdivision_type1= State
, subdivision_name1 = Texas
, subdivision_t ...
. In response from pressure from the groups, Frito-Lay modified the character to appear more friendly. The gold tooth and beard were also removed. Following the assassination of Robert F. Kennedy
On June 5, 1968, Robert F. Kennedy was shot by Sirhan Sirhan shortly after midnight at the Ambassador Hotel, Los Angeles. He was pronounced dead at 1:44 a.m. PDT the following day.
Kennedy was a senator from New York and a candidate ...
in 1968, the Bandito no longer brandished pistols.
Despite the controversy, Frito-Lay stood by the character. The company cited a survey of four cities in California
California is a U.S. state, state in the Western United States, located along the West Coast of the United States, Pacific Coast. With nearly 39.2million residents across a total area of approximately , it is the List of states and territori ...
and Texas
Texas (, ; Spanish language, Spanish: ''Texas'', ''Tejas'') is a state in the South Central United States, South Central region of the United States. At 268,596 square miles (695,662 km2), and with more than 29.1 million residents in 2 ...
conducted by Foote, Cone & Belding which found that 85% of Mexican American
Mexican Americans ( es, mexicano-estadounidenses, , or ) are Americans of full or partial Mexican heritage. In 2019, Mexican Americans comprised 11.3% of the US population and 61.5% of all Hispanic and Latino Americans. In 2019, 71% of Mexica ...
s liked the Frito Bandito.[ In response, IMAGE and NMAADC shifted their protests to local ]television station
A television station is a set of equipment managed by a business, organisation or other entity, such as an amateur television (ATV) operator, that transmits video content and audio content via radio waves directly from a transmitter on the earth ...
s that aired Bandito commercials. In 1969, KPIX
KPIX-TV (channel 5) is a television station licensed to San Francisco, California, United States, serving as the San Francisco Bay Area's CBS network outlet. It is owned and operated by the network's CBS News and Stations division alongside ...
and KRON
KRON-TV (channel 4) is a television station licensed to San Francisco, California, United States, serving the San Francisco Bay Area as an affiliate of MyNetworkTV. Owned by Nexstar Media Group, KRON-TV maintains studios on Front Street in the c ...
in San Francisco, California
San Francisco (; Spanish for " Saint Francis"), officially the City and County of San Francisco, is the commercial, financial, and cultural center of Northern California. The city proper is the fourth most populous in California and 17th ...
and KNBC
KNBC (channel 4) is a television station in Los Angeles, California, United States, serving as the West Coast flagship of the NBC network. It is owned and operated by the network's NBC Owned Television Stations division alongside Corona-licens ...
in Los Angeles
Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...
became the first stations to ban the character. Groups also lobbied the Federal Communications Commission
The Federal Communications Commission (FCC) is an independent agency of the United States federal government that regulates communications by radio, television, wire, satellite, and cable across the United States. The FCC maintains jurisdiction ...
for free air time to respond to the Frito Bandito under the fairness doctrine
The fairness doctrine of the United States Federal Communications Commission (FCC), introduced in 1949, was a policy that required the holders of broadcast licenses both to present controversial issues of public importance and to do so in a manne ...
.
Frito-Lay introduced a new cartoon mascot in 1969: W.C. Fritos (based on comedian W.C. Fields
WC or wc may refer to:
* Water closet or flush toilet
Arts and entertainment
* ''W.C.'' (film), an Irish feature film
* WC (band), a Polish punk rock band
* WC (rapper), a rapper from Los Angeles, California
* Westside Connection, former hi ...
). By July 1970, the company had stopped airing Bandito commercials in the states of California, Oregon
Oregon () is a U.S. state, state in the Pacific Northwest region of the Western United States. The Columbia River delineates much of Oregon's northern boundary with Washington (state), Washington, while the Snake River delineates much of it ...
and Washington
Washington commonly refers to:
* Washington (state), United States
* Washington, D.C., the capital of the United States
** A metonym for the federal government of the United States
** Washington metropolitan area, the metropolitan area centered o ...
, replacing them with ads featuring a group of cartoon Euro-American cowboy outlaws known as Muncha Buncha. Frito-Lay ended the Frito Bandito campaign in 1971.[
]
Jingle
The Frito Bandito campaign included a song sung to the tune of the traditional Mexican song "Cielito Lindo
"Cielito Lindo" is a popular Mexican song '' copla'', popularized in 1882 by Mexican author Quirino Mendoza y Cortés (c. 1862–1957). It is roughly translated as "Lovely Sweet One". Although the word ''cielo'' means "sky" or "heaven", it is ...
":
See also
* Aunt Jemima
Pearl Milling Company (formerly known as Aunt Jemima from 1889 to 2021) is an American breakfast brand for pancake mix, syrup, and other breakfast food products. The original version of the pancake mix for the brand was developed in 1888–188 ...
* Taco Bell chihuahua
Gidget (February 7, 1994 – July 21, 2009), nicknamed the "Taco Bell Chihuahua", was an advertising figure and mascot for Taco Bell from September 1997 to July 2000. She was voiced by Carlos Alazraqui, and developed by TBWA. The Chihuahua is a ...
* South of the Border (attraction)
South of the Border is an attraction on Interstate 95 (I-95), US Highway 301 (US 301) and US 501 in Hamer, South Carolina, just south of Rowland, North Carolina. It is so named because it is just south of the border betwe ...
References
{{reflist
External links
Frito Bandito
at Don Markstein's Toonopedia
Don Markstein's Toonopedia (subtitled A Vast Repository of Toonological Knowledge) is an online encyclopedia of print cartoons, comic strips and animation, initiated February 13, 2001. Donald D. Markstein, the sole writer and editor of Toonopedi ...
.
Cartoon mascots
Stereotypes of Hispanic and Latino people
Mascots introduced in 1967
Food advertising characters
Animation controversies in television
Race-related controversies in animation
Race-related controversies in advertising and marketing
Male characters in advertising
Frito-Lay