The Frito Bandito was the

cartoon A cartoon is a type of visual art that is typically drawn, frequently Animation, animated, in an realism (arts), unrealistic or semi-realistic style. The specific meaning has evolved, but the modern usage usually refers to either: an image or s ...

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, sports team, university society, society, military unit, or brand, brand name. Mascots are als ...

for

Fritos Fritos is an American brand of corn chips that was created in 1932 by Charles Elmer Doolin and has been produced since 1961 by the Frito-Lay division of PepsiCo. Fritos are made by deep-frying extruded whole cornmeal, unlike the similar torti ...

corn chips ''Corn Chips'' is a Donald Duck cartoon made by the Walt Disney Animation Studios starring Donald Duck and the chipmunks Chip 'n' Dale. The film was released on March 23, 1951. Plot As Donald Duck is clearing snow from his house's walkway, he ...

from 1967 to 1971. The Bandito was created by the

Foote, Cone & Belding FCB (previously Foote, Cone & Belding) 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 F ...

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 America ...

. The character was voiced by

Mel Blanc Melvin Jerome Blanc (born Blank ; May 30, 1908 – July 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 come ...

, who used an exaggerated Mexican accent resembling that of

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 ...

, another of his characters. 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 and 1971. The group has undergone development and is activel ...

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.

History

The Frito Bandito character was developed by the advertising firm

and launched by

Frito-Lay Frito-Lay, Inc. (; ) is an American food company that manufactures, markets, and sells snack foods. It began in the early 1930s as two companies, Fritos, the Frito Company and Lay's, H.W. Lay & Company, that merged in 1961. Frito-Lay itself merg ...

in 1967. Actor

provided the character's voice, while the animation was directed by

at Cascade Studios in California. The character was a stereotypical

Mexican Revolution The Mexican Revolution () was an extended sequence of armed regional conflicts in Mexico from 20 November 1910 to 1 December 1920. It has been called "the defining event of modern Mexican history". It saw the destruction of the Federal Army, its ...

ary with a

sombrero In English, a , ; ) 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 w ...

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

Pancho Villa Francisco "Pancho" Villa ( , , ; born José Doroteo Arango Arámbula; 5 June 1878 – 20 July 1923) was a Mexican revolutionary and prominent figure in the Mexican Revolution. He was a key figure in the revolutionary movement that forced ...

. He carried two pistols and robbed people of their

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, p ...

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 mergers and acquisitions, merger of Nash-Kelvinator Corporation and Hudson Motor Car Company on May 1, 19 ...

. In 1968, two

Mexican-American Mexican Americans are Americans of full or partial Mexican descent. In 2022, Mexican Americans comprised 11.2% of the US population and 58.9% of all Hispanic and Latino Americans. In 2019, 71% of Mexican Americans were born in the United State ...

advocacy groups were founded in opposition to the use of ethnic stereotypes in advertising: the

(NMAADC) in

Washington, D.C. Washington, D.C., formally the District of Columbia and commonly known as Washington or D.C., is the capital city and federal district of the United States. The city is on the Potomac River, across from Virginia, and shares land borders with ...

, and the Involvement of Mexican-Americans in Gainful Endeavors (IMAGE) in

San Antonio, Texas San Antonio ( ; Spanish for "Anthony of Padua, Saint Anthony") is a city in the U.S. state of Texas and the most populous city in Greater San Antonio. San Antonio is the List of Texas metropolitan areas, third-largest metropolitan area in Texa ...

. The Mexican-American Anti-Defamation Committee "threatened to file a $610 million

defamation Defamation is a communication that injures a third party's reputation and causes a legally redressable injury. The precise legal definition of defamation varies from country to country. It is not necessarily restricted to making assertions ...

lawsuit against the Frito-Lay Corporation, its advertising agency, and the television networks CBS and ABC on behalf of all Mexican Americans" and claimed that the FCC fairness doctrine allowed them a right to "counter-speech" in response to marketing featuring the character. 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 at the Ambassador Hotel (Los Angeles), Ambassador Hotel in Los Angeles, California, and pronounced dead the following day. Kennedy, a United States senator and candidate in the 19 ...

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 that lies on the West Coast of the United States, Pacific Coast. It borders Oregon to the north, Nevada and Arizona to the east, and shares Mexico–United States border, an ...

and

Texas Texas ( , ; or ) is the most populous U.S. state, state in the South Central United States, South Central region of the United States. It borders Louisiana to the east, Arkansas to the northeast, Oklahoma to the north, New Mexico to the we ...

conducted by Foote, Cone & Belding which found that 85% of

Mexican American Mexican Americans are Americans of full or partial Mexico, Mexican descent. In 2022, Mexican Americans comprised 11.2% of the US population and 58.9% of all Hispanic and Latino Americans. In 2019, 71% of Mexican Americans were born in the Unite ...

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 s ...

s that aired Bandito commercials. In 1969,

KPIX KPIX-TV (channel 5), branded on-air as CBS Bay Area, is a television station licensed to San Francisco, California, United States, serving as the CBS network outlet for the San Francisco Bay Area. It is owned and operated by the network's CBS ...

and

KRON KRON-TV (channel 4) is a television station licensed to San Francisco, California, United States, serving as the San Francisco Bay Area's outlet for The CW. Owned and operated by The CW's majority owner, Nexstar Media Group, KRON-TV has studios ...

San Francisco, California San Francisco, officially the City and County of San Francisco, is a commercial, Financial District, San Francisco, financial, and Culture of San Francisco, cultural center of Northern California. With a population of 827,526 residents as of ...

and

KNBC KNBC (channel 4) is a television station in Los Angeles, California, United States, serving as the West Coast of the United States, West Coast flagship (broadcasting), flagship station of the NBC network. It is owned and operated by the network ...

Los Angeles Los Angeles, often referred to by its initials L.A., is the List of municipalities in California, most populous city in the U.S. state of California, and the commercial, Financial District, Los Angeles, financial, and Culture of Los Angeles, ...

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 government that regulates communications by radio, television, wire, internet, wi-fi, satellite, and cable across the United States. The FCC maintains j ...

for free air time to respond to the Frito Bandito under the fairness doctrine. Frito-Lay introduced a new cartoon mascot in 1969: W.C. Fritos (based on comedian W.C. Fields). 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 United States. It is a part of the Western U.S., with the Columbia River delineating much of Oregon's northern boundary with Washington (state), Washington, while t ...

and

Washington Washington most commonly refers to: * George Washington (1732–1799), the first president of the United States * Washington (state), a state in the Pacific Northwest of the United States * Washington, D.C., the capital of the United States ** A ...

, 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 Mexican folk song or '' copla'' popularized in 1882 by Mexican author Quirino Mendoza y Cortés ( – 1957). It is roughly translated as "Lovely Sweet One". Although the word ''cielo'' means "sky" or "heaven", it is also a ...

" in

sing-along Sing-along, also called community singing or group singing, is an event of singing together at gatherings or parties, less formally than choir singing, sometimes with a songbook. Common genres are folk songs, patriotic songs, kids' songs, spirit ...

-style:

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 Americans 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 Characters created by Tex Avery

History

Jingle

See also

References

External links