I guess I called that one:
During the weekend we have received several comments on the ad published in Mexico. We acknowledge the reactions and debate and want to apologize for the concerns this ad caused. We are truly sorry and understand that the ad has offended several persons. This was not our intention. The ad has been withdrawn as of Friday April 4th and will not be used in the future.
Sorry guys. Too little too late. Had this been your reaction from the get-go, it would have been a different story, but ignoring the issue, then issuing an “apology” that amounted to “we’re sorry you took it the wrong way” gives lie to the sincerity of your latest effort.
It is not a “sincere” apology when you have to be raked over the coals before issuing it. You’re sorry that we got upset, not that you did something to upset us. That speaks volumes to the respect you hold for your potential customers here in the US.