The U.S. businessman should look at his family history and a map before he attacks immigration and Mexico.

“You’re fired!” This phrase — terrifying to millions of people all over the world — made U.S. businessman and multimillionaire Donald Trump, the star of “The Apprentice,” famous on television at the start of the last decade. “The Apprentice” was a reality show in which a group of young people took what they assumed were their first steps in the ruthless world of business, under Trump’s watchful eye, passing all kinds of tests that had little to do with finances and a lot to do with spectacle. The climax of each episode came when Trump got back together with the contestants and encouraged them to tear each other apart, like business school gladiators, in an attempt to stay on the show. Finally, the businessman intervened — naturally, in the role of Caesar — and decided who would survive on his show and who would die, in the virtual world of television, anyway. After an unbearable speech about winners and losers, he looked into their eyes, smiled and pronounced sentence: “You’re fired!” And that was it. Then, as is always the case, came the commercials.

It’s been years since The Apprentice” ended, but Trump doesn’t know it yet. Now he has announced his candidacy for the White House with a speech insulting millions of people and a nation that is a friend of the U.S.: Mexico, which is also named the United States, and, incidentally, is also in North America. But Trump doesn’t know this, either. In one of the most racist speeches in memory by someone with presidential aspirations, Trump said, among other nonsense, that Mexico is a country of “drugs, crime and rapists.” He proposed building a wall on the border which, naturally, the Mexicans would pay for. All he has to do is give the task to some intern from “The Apprentice.”

Trump is concerned because he wants the U.S. to keep being the U.S. and not a destination country for foreigners, who — minor detail — have made that country the most prosperous democracy in the world. Foreigners like, for example, his own mother, Anne McLeod, born in Scotland. A country in which it is clear that the whole family tree arose between the Atlantic and the Pacific; not like his grandfather, a German immigrant with the family name Drumpf, which was changed to Trump. A country in which a businessman earns his first dollar in a city with a name that is unequivocally Anglo-Saxon. Like himself, who did his first business deal in Cincinnati, which takes its name from the Roman consul Lucio Quinto Cincinato. The way Trump sees it, any day now the immigrants are going to arrive and try to change the name of Los Angeles or San Francisco into some Spanish name.

The anger and indignation of the Mexican government in the face of Trump’s nonsense is understandable. But it should be remembered that this is not the first time he has used the democratic race for the White House to get publicity for himself. He did it four years ago, and only demonstrated a pathetic political irrelevance. The people are wise, and they want to say: “You, in the White House? You’re fired!” And then, the commercials.