Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

I would say that the wall between politics and business is currently very thin.

I fear, though, that there's now no wall at all. Not even the thinnest of lines.

Never mind all the CEOs taking socio-political stances. Now, there's open contempt for the Trump Administration from a whole host of brands.

Before Christmas, Air New Zealand openly mocked President Trump in an ad featuring Santa Claus. 

Earlier this week, Burger King leaped onto Twitter to deride the president's misspelling of hamburger.

And then there's Aeromexico.

It's decided to train its sarcastic nostrils on those who don't like Mexicans. These might, by some, be referred to as Donald Trump supporters.

Aeromexico's new ad campaign has a fascinating conceit. 

It worries that "Mexico's first destination is America, but America's first destination is not Mexico." 

So it features purported inhabitants of Wharton, Texas. This is a place whose county appears to be 68 percent Republican and, in November, was more than 70 percent in favor of Republican Senate candidate Ted Cruz.

It's also the home of former CBS News legend Dan Rather.

The interviews presented show some of these purported Wharton inhabitants to be rather, well, anti-Mexican in spirit. Not anti-Mexican food or drink, you understand. Just anti-Mexican people.

The airline and its admakers persuade these people to take DNA tests.

From these, it's revealed that many have a significant portion of Mexican ancestry. 

And, because Aeromexico wants to show its magnanimity and its keenness to break down barriers, it's offering a discount on flights to Mexico -- a discount of exactly the same percentage as the percentage of Mexican heritage within these Texans.

I fancy one or two Americans might find this all disturbing. Just as one or two others might it disturbingly apposite.

The latter will say that if you can persuade those with the most distaste for your country to actually visit it, then you'll have done more to bring people closer than so many politicians -- and, of course, Facebook -- have ever done.

Then again, some will insist this characterizes Trump supporters as low-intelligence types, there to be joke-fodder for liberal elites.

DNA testing companies know that their services are being used by those who want to discover some illusive racial purity. 

White supremacists, for example, use the services of companies such as Ancestry.com and 23andMe and then go on forums to explain away discovered "impurities."

But should a brand slip to this game?

There is, indeed, a certain irony that as many politicians enthuse about building barriers to keep the supposed other away, they simultaneously destroy any barriers between decent speech and rabble incitement, hence revealing -- and rather condoning -- some of humanity's more unpleasant aspects.

To poke fun at that is understandable.

Some might ask, though, whom Aeromexico is really trying to persuade here. From a marketer's perspective, that is.

Is it really those with anti-Mexico prejudice?

Or is the airline simply trying to garner affection from those who believe the world has gone insane?

I fear the latter might be described as the majority.

Published on: Jan 18, 2019
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.