Mexico reconquers California? Absolut drinks to that!

The latest advertising campaign in Mexico from Swedish vodka maker Absolut promises to push all the right buttons south of the U.S. border, but it could ruffle a few feathers in El Norte.

The billboard and press campaign, created by advertising agency Teran\TBWA  and now running in Mexico, is a colorful map depicting what the Americas might look like in an "Absolut" -- i.e., perfect -- world.

The U.S.-Mexico border lies where it was before the Mexican-American war of 1848 when California, as we now know it, was Mexican territory and known as Alta California.

Following the war, the Treaty of Guadalupe Hidalgo saw the Mexican territories of Alta California and Santa Fé de Nuevo México ceded to the United States to become modern-day California, Texas, New Mexico, Utah, Colorado and Arizona. (Texas actually split from Mexico several years earlier to form a breakaway republic, and was voluntarily annexed by the United States in 1846.)

The campaign taps into the national pride of Mexicans, according to Favio Ucedo, creative director of leading Latino advertising agency Grupo Gallegos in the U.S., which was not involved in the Absolut campaign.

Ucedo, who is from Argentina, said: “Mexicans talk about how the Americans stole their land, so this is their way of reclaiming it. It’s very relevant and the Mexicans will love the idea.”

But he said that were the campaign to run in the United States, it might fall flat.

“Many people aren’t going to understand it here. Americans in the East and the North or in the center of the county -- I don’t know if they know much about the history.

“Probably Americans in Texas and California understand perfectly and I don’t know how they’d take it.”

Meanwhile, the campaign has been circulating on the blogs and generating strong responses from people north of the border.

“I find this ad deeply offensive, and needlessly divisive. I will now make a point of drinking other brands. And 'vodka and tonic' is my drink,” said one visitor, called New Yorker, on MexicoReporter.com.

Reader Paul Green goes into a discussion on the blog Gateway Pundit of whether the U.S. territories ever belonged to Mexico in the first place, and the News12 Long island site invited people to boycott Absolut, with one user, called LivingSmall, writing: “If you drink Absolut vodka, you can voice your approval or disapproval of this advertising campaign with your purchases. I know I will be switching to Grey Goose or Stoli and will never have another bottle of Absolut in my house.

“Hey Absolut ... that's my form of social commentary.”

-- Deborah Bonello and Reed Johnson in Mexico City

*No time to compose a comment on the "In an Absolut World according to Mexico" ad? Tell us what you think by voting here:

Comments

[Spiritman]

Its a greatadvertising!

[PVB]

Um didn't the land actually belong to the native indigenous tribes first? Wouldn't Mexico have to have stolen it from them before the US took if from Mexico?

Hypocrisy much?

[Faiqa]

great posting: thanks for sharing that.

[Maximiliano Muniz]

Este aviso es una obra maestra de la publicidad. Dejense de discutir tantas tonterias sobre algo que es muy claro.

[Crystal]

Awesome ad! Vodka and the stolen land? Oh yes

[John Doe]

Because of people like you, writing these posts is why the rest of the world considers you as a lot of Homer Simpson.

Yes stop drinking Absolut, we know that Duff is fine for you.

[Jenny]

I don't think this ad was meant to be offensive. But i think it would have made more sense if Jose Cuervo used this, rather than a Swedish company.

[BA]

Just imagine...Mexico could be a giant shitty country instead of a medium sized one!

[Dionisio]

How Curious! That's the map that La Raza publishes as Aztlan - the way Mexico will look after Reconquista, about 70 years from now.

[Benjamin]

Absolut just lost one other drinker in "El Norte." I bet the Swedes would love it if Jack Daniels ran an ad campaign wondering nostalgically about how great it would be if their country was a Third World basket case!

[Sarah]

I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

Sarah

http://www.craigslistpostingonline.info

[So glad it didn't turn out that way.]

This map reminds me of the history of the old west, and how these particular States became part of the United States.

There is still some controversy over what all happened, but back then, "conquest" and lopsided post-war treaties were considered internationally acceptable. If we were to apply modern theories of territorial acquisition, it might be deemed an "illegal" act.

But then if we applied modern laws and theories about territorial acquisition to Mexico ITSELF ... well, all those people with Spanish names would have to get out. They'd have to up and leave for Spain, because they are the descendants of murderous Spanish conquerors. I don't recall the United States having committed "ethnic cleansing" and genocide against Mexcio ... but boy oh boy ... those Spaniards!

So back home to Spain with all of you, and leave Mexico to its rightful owners: Only those people who can prove 90% or more indigenous heritage. [hey, maybe Absolut will run an ad in native dominated ares of Mexico. The ad could feature a Map with Mexico no longer called Mexico. The word "Mexico" would have a big "X" through it, but rather called "Azteca" or some such, and a picture of a teeming crowd of Mexicans on a rickety ship with a sign that says "Back to Spain with you Spanish named foreigners!" :) Maybe toss in a burning Mexican flag being held up by a true Native Mexican.]

Anyway, when I look at San Diego, Los Angeles, San Francisco and Phoenix ... and then I look at Mexico City and other big cities of Mexico ... well, I'm glad we took that land.

Back then, SD/LA/SF looked a lot like Mexico City at the time. But look at how great SD/LA/SF turned out. And look at Mexico City (or God forbid, look at Tijuana and Juarez!). It is plain to see that the territory acquired by the United States is *far* better off.

[Jim johnson]

Iam personally a white american I have to say it is a good ad I like mexican people they are very hard workers yeah they might sell flowers oranges etc... But at least they are not on the corner holding a homeless poster! Like some bum white people! And besides this ad was meant for mexican people it is all about making money.

[JS]

The ignorance is immpressive... those territories were slowly filled by U.S. families illegaly, while Mexico was begging to form as an independent republic, the government was busy taking care of the country and meanwhile the U.S. took advantage going into the northern Mexican states and begging the separatist movement. When Texas became independent a treaty was signed for it never to be included in another country, in no more than 10 years the U.S. violated the treaty and annexed Texas. It then wanted more and sent troops into Mexican territory, the Mexican government gave them a ultimatum to leave, when they didn't, Mexican troops attacked them to retreat, it was then that congress allowed the declaration of war, claiming "American blood was spilled in American territory", the U.S. government didn't mind sacrificing a few young Americans for the sake of getting an excuse to declare war. When they did, Mexico was still a young country, invaded already twice by France and with many complex internal problems, because of the mixed ideals, cultures and religions in the society. The result was a quick swipe through the territory, killing everything in their way, reaching Mexico City and making the Mexican government sign the selling of the lands for a ridiculously small, even mocking, amount.

Just like today and all throughout history, the U.S. and it's manifest destiny, allows them to think they are the only ones able to be rightful owners of anything. They take refuge in their religion, but the hypocrites criticise Islam. Since they got there, as trash not wanted in the U.K., they massacred all the natives, then they brought slaves to do their work and began hating and killing them too. Then they got bored and looked to their southern neighbour, to screw them form what was theirs. Then they decided to hate communism, it was scary to give people fair treatment for their work, so, they sponsored some of the worst genocides around the globe, suppoting any repressing dictator and fascist who hated communism. They also fought their own wars, as they do today, fooling their own people into believing it's justified while they simply use them to get more money and power while exploding their own buildings, killing their own citizens. The U.S. government is the most effective organization in history in disguised exploitation, money and power acquisition through deceipt and pure evil, selfish ambition.

I am a Mexican student, in Mexico, and proud to be part of the global generation which will see the U.S.A. implode and fall. This won't take more than 10 years, this crisis is the first step.

[Alanna]

I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

Alanna

http://www.craigslisthelper.info

[Steve]

Read the current headlines? It says stay out of Mexico as it is extremely dangerous. The drug cartels are running amok and the Mexican government cant seem to get rid of them. The United States does not need illegal Mexicans coming to this country and starting that crap here. It wouldn't surprise me that Mexican President Felipe Calderon and his Attorney General Eduardo Medina Mora are behind all this corruption. Americans are believe that more and more. So bye bye to the American dollars amigos. You folks can sit in your own stench since you cant seem to organize your country.

[ggrods]

I'm appalled at how some of these posters are so judgmental of one nationality and/or culture. For some US citizens it burns them that ALL of that territory belonged to Mexico. at one time. That is a fact. It just shows you how paranoid people can be. Afraid of an advertisement ? OMG ! what's next ? People we are in bad shape. Man.

Would some of these posters criticize or disparagae other American heritages like African Americans, Asian American or any other ethnic sector ? HELL NO. What a bunch of Hyprocrites ! ! ! !

[Antonio]

The real thing is that these territories were part of Mexico. The United States made war to Mexico because they wanted to have them. Mexico was a very young country, starting to organize. BUT IT WAS A COUNTRY. This war was not fair in the ethic meaning. You won because were stronger, we lost. That’s it. But the fact is that you have feelings about Mexicans in a peculiar way. You treat us so bad in movies, books and magazines. Since you won the war, wouldn't be logical to Mexicans to have these feelings but you guys? Jess, what do you think Polish feel about Germans? or Chinese about japs?
I live in Mexico and I never saw this ad.
You have a bad opinion about Mexicans. But not all of us are the low-intellect stereotype.
Guess what.... I showed the ad to several fiends. They smiled and did only a few comments. "funny" (chistoso). Do not worry; Mexicans are not looking forward to rip your territory.... as you did to us.
This is just an ad. Can't you take a joke?

[Deepak]

Once mainly a smuggling corridor for drugs heading to the United States, Mexico is grappling with the effects of a fast-rising addiction rate as relatively cheap versions of cocaine and methamphetamine find a market south of the border. Experts say the supply has increased as U.S. enforcement on the border has made it more difficult to move illegal drugs north.

[Vmtz]

I am part Mexican and part Ame. I am going to tell both you people what I think of you. Americans have little class and are lacking in a sense of camaraderie and family, but you’re basically well-meaning, honest, fair and caring people. Some of you have a distorted opinion about Mexico and are on an ego trip—usually it’s stupid white trash, the only people on the face of the earth I’m prejudice against. Mexicans, you are good friends and have a lot of love in your heart….FOR PEOPLE CLOSE TO YOU. Everyone else you try to take advantage of. You have no sense of social responsibility whatsoever and inconvenience everybody, particularly Americans. You drive with no consideration for others and you scatter things around a store, some steal, block the aisle and always impose on others wanting them to give you something or do something for you. You ask for favors that are too big. PEDICHES. You tend to be mooches (aprovechados), unreliable, irresponsible, you lie to get out of taking responsibility for your actions-- even if it means an innocent person suffering the consequences of your actions. Bunch of chapuseros for everything---sports, parking spaces, at work. You blame the US for your poverty, exaggerate the racism in the US, though they bend over backwards to do right by you. Yet you know damn well Mexico is poor because of the lack of organization, precision, and the attitude of “Hay se va” You have a double-standard that says it’s okay to be down on Americans, but racism if they’re down on you. You have a rivalry and resentment toward Americans that has more to do with envy and your low opinion of yourselves. Pore so estamos como estamos, that’s why we are the way we are, people say in reference to how Mexicans are so disorderly. The truth is that Americans are not so racist. Also, every country in the world has borders and immigration quotas. Even Mexico has controls over who can go into their country, why all of the sudden after hundreds of years, does Mexico have the right to do away with borders? It belonged to another generation of Mexicans far removed from the present one. It’s not the land you’re after, you’re after the opportunities. Those opportunities are the result of American know-how, discipline, and organization. A culture that has not been able to make use of their vast resources now wants to take from one that has. Not all immigrants, legal or not, pull their own weight. I live, and have always lived among Mexicans. I know plenty, some who don’t even live in the US who are mooching off the system. Mexico is jealous of its territory, wants to preserve their culture, why shouldn’t Americans want to do the same. Stop the double standard. Mirate en el espejo mexicano. Estas enojado contigo mismo. Civilizate.

[Anthony]

First off, it was Spain who colonized the California, New Mexico. Spain colonized Mexico. Mexico never really owned any part of the US. It was Spain. When Mexico broke from Spain, the US paid Mexico and forgave its debts in exchange for that land. It was US money, skill, labor that created the oil that was found, the gold that was dug, and the highways, technology, and military that is now the US. NEVER did Mexico own it as its own country, it was Spain. Furthermore, Mexcio didn't mind the 15 million dollars back then it received and spent and all the monies of debt that was forgiven. It is like selling a car to someone who then takes their own money to fix it up and sells it for more money. Then you complain because you they won't share it with you. Stop complaining and fix Mexico just like how we had to fix this country. It is hard, but it can be done. Lazy need not apply.

[Rodo mexicano]

hahaa....
IT so Funny....
La verdad es muy gracioso...los GRINGOS creen que son dueños de california,texas, NUEVO MEXICO....
pobresitos....ellos no saben que estamos regresando a nuestra tierra y no va a faltar mucho...para tenerla de regreso y mas con la economia como esta horita en ese pais....hahahahaa....
pobresitos....
GRINGOS be scare be very scare California its gona be Mexico again.....
you just wait....
ADIOS...
absolute se la rifa....jajajajaja

[JORGE]

antes que todo felicito a V absolut, por recordarnos que ese territorio sigue y seguira siendo nuestro ,el temor del gobierno americano es eso, lo que ellos mismo propiciaron poblar ntro territorio para despues ROBARNOSLO, que temes tio Sam ?, tus propios pecados..(filipinas,kuwait,cuba,y el daño que sigues haciendo con tus supuestas luchas "humanitarias")tienen miedo que se llene el territorio no solo de mexicanos , sino tambien de todo latinoamerica... EL QUE MAL EMPIEZA MAL ACABA.......y tu ciudadano que habitas en estos territorios , sientete y date el gusto de vivir como mexicano libre y soberano, pues es tierra de mexicanos y de todo el que se quiera sentir como mexicano

[Mike]

I find it funny how everyone gets all historic over an alcholic ad! The only people who are mad are those losers who spend all their life figuring out how much they hate Mexicans.

[Brian]

So, how about for their next bright idea, Absolut starts advertising in European countries with maps of their borders from two centuries ago? How about trying a new campaign, 'Absolut England', which shows a map before the Irish got their independence? I bet that'd go down real well in Dublin.

I suppose everyone has a right to their opinion, and I have the right to buy another brand of Vodka.