Aeroméxico’s Inner Discounts campaign saw US citizens offered discounted flights to Mexico – with a twist. The discount corresponded to the amount of Mexican DNA that the recipient was revealed to possess. In other words, if a participant had 15% Mexican DNA, she got a 15% discount. Dropped this month, Aeroméxico’s ad features Americans from southern states who are first seen expressing anti-Mexico sentiments. These citizens are then informed of their Mexican heritage and offered a corresponding flight discount, leading some to suddenly soften their position on Mexico. The campaign is centered around the message: ‘There are no borders within us’.

Yep, this video makes for amusing viewing. And with the U.S government still shut down over the issue of a border wall, Aeroméxico are certainly tapping into a hot issue. But here are two broader takeaways:

Relevant realism. Consumers can smell the hypocrisy when brands exploit social or political issue for their own gain. Need we remind you of Pepsi’s now-legendary trainwreck? The difference here? Aeroméxico has an authentic connection to the issue at hand. And they don’t try to pretend they can magically make everything okay *cough* Pepsi *cough*. If you want to take on a Big Issue, choose carefully. And execute with sincerity. A dose of humour (where appropriate, obviously) can really help.

True self. Okay, this campaign is played for mainly for laughs, and a deeper underlying message. But it’s also built around a powerful emerging trend in personalization. The emergence of new forms of data – think voice data, emotion data, and yes, DNA – is allowing for new, deeper forms of personalization based on an individual’s hidden or unconscious traits and preferences. ‘Hey, you didn’t know it, but you’re actually 25% Mexican!’. So what hidden customer traits and preferences can you tap into, to promote positive change or deliver a more relevant experience?