Frito Bandito
Encyclopedia
The Frito Bandito was the cartoon
mascot
for Fritos
corn chips from 1967 to 1971. The Bandito was created by the Foote, Cone & Belding
Agency, and animated by Tex Avery
. The character was voiced by Mel Blanc
, who used an exaggerated Mexican accent not unlike another character of his, Speedy Gonzales
. The Frito Bandito spoke broken English and robbed people of their Frito corn chips, a reference to the “Mexican bandit” stereotype in western movies. (See, for example, Stinking badges
and Treasure of the Sierra Madre.
) He also complained that he was being pursued by the “Frito Bureau of Investigation”.
Pressure from the National Mexican-American Anti-Defamation Committee
and others prompted an update to the character; his gold tooth
and stubble
were eliminated and his hair combed. The character was completely retired in 1971. He was initially replaced by the Muncha Bunch, a group of cowboys, which then were replaced by W.C. Fritos, modeled after comedian W.C. Fields.
The Frito Bandito campaign included a song sung to the tune of the well-known traditional Mexican song "Cielito Lindo
":
Later ads used an alternate verse:
Cartoon
A cartoon is a form of two-dimensional illustrated visual art. While the specific definition has changed over time, modern usage refers to a typically non-realistic or semi-realistic drawing or painting intended for satire, caricature, or humor, or to the artistic style of such works...
mascot
Mascot
The term mascot – defined as a term for any person, animal, or object thought to bring luck – colloquially includes anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name...
for Fritos
Fritos
Fritos is the name of a brand of corn chips made by Frito-Lay. Elmer Doolin was so taken with the bag of corn chips served with his lunch in San Antonio, Texas that he paid $100 for the recipe. In 1932, he started the Frito Corporation. Original Fritos ingredients are limited to whole corn, corn...
corn chips from 1967 to 1971. The Bandito was created by the Foote, Cone & Belding
Foote, Cone & Belding
Draftfcb is one of the largest global advertising agency networks. It is owned by Interpublic Group and was formed by the 2006 merger of Foote, Cone & Belding and Draft. Although the merger of the two agencies is fairly young, the origins of Draftfcb date back to 1873, with the opening of Lord &...
Agency, and animated by Tex Avery
Tex Avery
Frederick Bean "Fred/Tex" Avery was an American animator, cartoonist, voice actor and director, famous for producing animated cartoons during The Golden Age of Hollywood animation. He did his most significant work for the Warner Bros...
. The character was voiced by Mel Blanc
Mel Blanc
Melvin Jerome "Mel" Blanc was an American voice actor and comedian. Although he began his nearly six-decade-long career performing in radio commercials, Blanc is best remembered for his work with Warner Bros...
, who used an exaggerated Mexican accent not unlike another character of his, Speedy Gonzales
Speedy Gonzales
Speedy Gonzales is an animated caricature of a mouse in the Warner Brothers 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 and speaking with an exaggerated Mexican accent...
. The Frito Bandito spoke broken English and robbed people of their Frito corn chips, a reference to the “Mexican bandit” stereotype in western movies. (See, for example, Stinking badges
Stinking badges
"Badges? We don't need no stinkin' badges!" is a memorable and widely-quoted line from cinematic history. In 2005, it was chosen as #36 on the American Film Institute list, AFI's 100 Years...100 Movie Quotes...
and Treasure of the Sierra Madre.
The Treasure of the Sierra Madre (film)
The Treasure of the Sierra Madre is a 1948 American film written and directed by John Huston, a feature film adaptation of B. Traven's 1927 novel of the same name, in which two Americans Fred C. Dobbs and Bob Curtin during the 1920s in Mexico join with an old-timer, Howard , to prospect for gold...
) He also complained that he was being pursued by the “Frito Bureau of Investigation”.
Pressure from the National Mexican-American Anti-Defamation Committee
National Mexican-American Anti-Defamation Committee
The National Mexican-American Anti-Defamation Committee was a lobbying group which pushed Frito-Lay to get rid of the Frito Bandito in the early 1970s. It was most active from 1968 to 1971....
and others prompted an update to the character; his gold tooth
Gold teeth
Gold teeth are a form of dental prosthesis. They are sometimes used for cosmetic purposes.-Dental restoration:Dentists have used gold for filling cavities , for crowns, and for other purposes. Gold is malleable, nearly immune to corrosion, and hard enough to form a biting surface that can be used...
and stubble
Stubble
Stubble is the regrowth of shaven hair, when it is short and has a rough, abrasive texture.-Facial:During the 1980s, facial stubble on men became fashionable, partly due to being popularized by the singer George Michael, as well as Miami Vice. This was also known as designer stubble and was...
were eliminated and his hair combed. The character was completely retired in 1971. He was initially replaced by the Muncha Bunch, a group of cowboys, which then were replaced by W.C. Fritos, modeled after comedian W.C. Fields.
The Frito Bandito campaign included a song sung to the tune of the well-known traditional Mexican song "Cielito Lindo
Cielito Lindo
"Cielito lindo" is a popular Ranchera song from Mexico, written in 1882 by Quirino Mendoza y Cortés . It is roughly translated as "Lovely Sweet One". Although the word "cielo" means sky or heaven, it is also a term of endearment comparable to sweetheart or honey. "Cielito" can thus be translated as...
":
Ay, ay, ay, ay! I am dee Frito Bandito. I like Frito's Corn Chips. I love them, I do. I want Frito's corn chips. I'll take them, from you.
Later ads used an alternate verse:
Ay, ay, ay, ay, oh, I am the Frito Bandito. Give me Frito Corn chips and I'll be your friend. The Frito Bandito you must not offend.
External links
- TV Acres info about Frito Bandito
- "There May Be a Frito Bandito in Your House"
- POV Online: "News from Me" (column by Mark EvanierMark EvanierMark Stephen Evanier is an American comic book and television writer, particularly known for his humor work. He is also known for his columns and blogs, and for his work as a historian and biographer of the comics industry, in particular his award-winning Jack Kirby biography, Kirby: King of...
), January 29, 2008