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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

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:

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I can't help but find it funny how everyone is so angry about a vodka ad. Who cares whose land it once was. If you think about Mexico as a whole fought a war to be free from Spain. So by the same trems that everyone is saying that the Untied States took the land from Mexico, Mexico took the land from Spain thus it is Spainish land. Oh but wait they took it from the natives so really whose land is it.

Treaty of Guadalupe Hidalgo

Here is the actual treaty.
I think the Anglo's lied a little bit...

It would be nice if the truth of the war and the agreement did come out. I am glad we are part of the USA. But just like Hong Kong and other areas like the Panamal Canal.
This area was to be given back. Just like the Chineese retook HK. While I would not want to be part of Mexico. And would prefer Texas to become an Indepedant country.
It would be nice if Angelos did understand what really happend. Not many of them even know that the war between Texas and Mexico was based on Taxes and Slavery.

lol what a bunch of republican crybabies

It doesn't matter now that borders crossed mexicans or who was at fault for 55% of Mexico's land to become USA Land. It is time to be proactive and STOP PREJUDICE!!
I don't see anything wrong with the absolute map, It is not a lie, It was like that at one point in history. Why be offended. Maybe it was just used in the wrong marketing stragety that people that might get the message straight to the heart are hard working people in the USA , and most of us drink beer, not vodka.

i think this ad is digusting and its not fair? does this mean Hispanics and the Chinese are going to take over the world in 500 years??? or less?

You people take yourselves too seriously. It's an ad, and far from reality. Mexico lost the land in the war and that's that. We should have taken Baja California, too :)

I think that this comment section has evolved from what the original intention it was provided for. That being said, I would like to remind those of you who have made it a point to make this an issue of illegal aliens and as "JOE" put it, "eventually Americans are going to have had enough of the illegals and just start taking matters into their own hands"... One thing people seem to agree on is that border lines were moved from one country to become part of another. Now think about all the people FROM MEXICO who lived in California, New Mexico, Texas, Colorado, Utah, ARIZONA!!!!, Nevada... These people were all Mexicans who lived in the homes that they lived for possibly hundreds of years. And it wasn't Mexicans crossing borders, it was borders crossing Mexicans. And, yes, people in Arizona were all Mexican and they weren't profiled by the 'Green Party'.

Not all Mexicans are what people make them to be. My family was born in Mexico and I was born in the US. I have worked at Wells Fargo for many years and am now attending college with plans to go on to Law School. Maybe some people shouldn't be so quick to judge without knowing more about the people they are judging so harshly.

Wow! How would the Finnish have felt if there's an alcoholic beverage campaign depicting all the territory the USSR annexed just before World War II? My concern is not about the opinions expressed here, but rather, the lack of imagination of the designers of this ad campaign in order to capture more market. Let's see: Just because I'm Mexican I'll drink that vodka because that brand believes a "perfect" (that is, Absolut) world would be with all that territory under Mexican influence? That's as stupid as you can get. I mean, to appeal to some "national pride" in order to sell a product, is just plain stupid and dumb. If any of you researched a little, you'll actually find that we were not "victims" of the US, as our government has led us to believe. Santa Anna had a lot to do with is, he was not a good president (which one is?) and the situation in the northern territories had gone out of hand. Three Mexican states (Nuevo León, Coahuila and Tamaulipas) actually broke free from Mexico and formed the short-lived "República del Río Grande". Yucatán also tried to break free, because Santa Anna insisted on controlling everyting from the center of the country. So, "national pride"? GET OVER IT!!!!! (BTW, I'm proud to be Mexican)

From now on, absolut is my favorite drink!!!
Why do americans feel offended?
Is it because you don't feel comfortable knowing the truth?
The truth about how the USA stole Texas from Mexico, placing americans in Texas saying that they just wanted a place to work and live, the only requisition was that immigrants had to be catholic, we trusted you... how could we have known your real intentions was to separate Texas from Mexico.
Why if the texans went to war with Mexico, "American" marines crossed the border stealthily to fight against the mexican army?
The USA provided guns, soldiers and strategies to the texan insurgence, but that is something you won't learn at school.
The truth is that America stole Texas, California, Nevada, Utah, New Mexico and Arizona.
It is because it was a plan of expansionism created by the USA goverment.
Thank god you americans kill each other in that civil war, because if it wasn't for that, the ALL MEXICO movement may have won, and only god knows what could have happened to Mexico, maybe we had become another Cuba, Panama or Puerto Rico.

This is add is in poor taste and disrespect to the real parties involved. A swedish add for Vodka involves Mexico and the U.S. in very poor taste, I am Mexican American and I cannot judge what happen in the past between both of my countries, I have always felt blessed to be part of both. I will died for either country. So people stop blaming the Illegal population not all of them are Mexicans, and is not easy to come here from Mexico Legally like everyone makes the assumption, only countries like immigrants from Cuba or Europe can come here Legally with VISAs. Let the past rest and live in the Now, the governor has screws us over and over and no one has had the guts to recalled him, or the other politicians that are here stealing the money of everyone like the Bell city counsel members. Keep in touch with the real reality, while you busy blaming the illegals, your goverment if screwing you over.




I will never drink Absolut again. As far as the USA taking Mexican land, that is how just about every single country in the world was formed. People from 2 different lands had a war, and the winner took the land. The world was like that for a thousand years. GET OVER IT. If Mexico still had CA and TX and the other states, Mexico would have screwed them up anyway. Oh and Nick, eventually Americans are going to have had enough of the illegals and just start taking matters into their own hands. If the US government refuses to do anything, the people will. The Arizona law WILL pass, and once again your people will have to flee. Why? Because instead of coming to America the right and legal way, they take the illegal way and just cross the border.

I happen to stumble on to this,AND I AM GOING TO START DRINKING THIS VODKA!!!I been reading,and some of you dont realies that mexico wouldnt be a poor nation if we wouldnt of lost california with all its gold,texas with all it oil!!The way you invaded OUR land,WE ARE SLOWLY BUT SURELY TAKING IT BACK!!


The reason illegal workers come here is to make money. This economic class of Mexicans struggles to find work in their homeland and AMERICAN EMPLOYERS HIRE THEM. Thus, they are economic refugees whose migration between our two countries is driven by market forces.

They do NOT come to America because, as you so eloquently put it, "Their countries suck." Mexico is a GREAT place to live if you have a good job. My cousins in Puebla have good careers and would never think of moving to the US.

My question to the lefties in the forum is this, Is LA/California a better state now that the latino population has gone up? I mean everybody wants to talk about how racist it is to criticize Hispanics but really why is it that you glorify your culture so much yet you are for some reason are in America?

Lets get one thing straight, the reason you are in AMERICA is because your countries sucked to begin with, and all that multicultural relativist propoganda is going to do is turn America into something that resembles those countires you or your parents left years ago.

Duped Tax Payer, I can totally understand your fear of Spanish since you clearly have yet to come anywhere near a mastery of English. By the way, is it a rule that conservatives now must be loud mouthed, ignorant, jingoistic, racists? Seriously, way to ham-fistedly indict Mexicans as the only reason Cali is bankrupt. I know, you conservatives don't like to deal in complexity which is why you are conservative in the first place, but the problem is multifaceted. Turn of the talk radio and pick up some books, you might learn something for once.

@ Duped tax Payer:
Before you are, "forced," to learn Spanish, I suggest you review your ENGLISH skills. You FAILED TO WRITE ONE SINGLE SENTENCE without egregious spelling and grammatical errors! That is embarrassing.

Naturally your convoluted, unlettered, inarticulate, bigoted, emotionally histrionic whining does NOT deserve a response.

Happening already. Armies of illegal and legal Mexican are crossing over and by slowing bankrupting the state to a point California simply gives up. Where else on this planet can you get a developed country for fee? Of course the liberals can't see that far. Soon we will be force to learn Spanish.

No more Absolut for me.

It is true, the land is now property of the United States. Nevertheless, mexicans are somehow regaining it, so maybe it will happen. Maybe it is some kind of joke destiny is playing on americans. It is indeed the survival of the fittest, it is a fight many immmigrants are winning because they have one single characteristic many americans are now lacking: they want to work.

While I agree the United States should not have "stolen" the western states from Mexico, I have to admit I'm glad they did.

Otherwise I'd be living in the same conditions and experiencing the same level of violence and corruption they do south of the border! Whew!

I'll go back to Germany when the Mexicans return to Spain.

Hey maki - does that history book you picked up include the part where Mexico LOST the war? It is? May I suggest you pick up a dictionary and look up "LOST"?

I liked the issue, I shared with my family and friends has helped me a lot, thank you very much!

the treaty of Guadalupe Hidalgo was a fat, middle finger to Mexico. I love this ad campaign. Absolut is always progressive and on the side of common sense. How would all of you feel if some new, foreign government came in and suddenly claimed that the land you and your family live on was theirs? take up a historical book people. don't be so ignorant. VIVA LA RAZA! VIVA MEXICO!!!

Of course an Absolut ad aimed at the US market would have the land to the south of us pictured as a nuked wasteland.

@ HR
Absolut is Swedish brand not German.
Absolut-ely, in very bad taste!

They should put a map of what the Greman territory would look like today if America never came to their rescue...Perhaps "Absoult" wouldn't be so Absolut would it?

Born and raised in California and loving it. My parents are from Latin America, my dad is from Mexico and my grandparents are from Spain. I know my history. I know what happened. I think this ad is great. It shows how people haven't gotten over what happened many years ago and how resentment still grows. Get over it. I'm glad Califonia is part of the USA and not Mexico. I'm glad my parents came to the USA because honestly, the United States of America is one of the greatest countries out there. This land doesn't belong to Mexico, nor the Native Americans-- not anymore (sure, there are nations within nations but let's get real); it belongs to the United States of America. Soldiers fought for this country. Many died for our beloved country and now it's ours. Sorry, but this is survivor of the fittest. I like this ad because it shows how pathetic people are and how they cannot get over what happened in the passed.

Mexicans, please come in the legal way. This country isn't yours anymore and IT IS trespassing. I mean, my parents came in legally. Is that really difficult? Show some respect. Instead of trying to put us down, focus on your country. It needs the attention.


David... um... uh... The US BOUGHT the land from Mexico?

All cultures have attacked and dominated others and stolen land. Mexico is no different. But, your perverse misunderstanding of the Gadsen "Purchase" is comical to say the least.

Sure, we "bought", it in a Tony Soprano sense, as in, "We have blockaded your ports and have aimed our cannons at your national palace. Now would you like to take our offer of 17 Million for 550,000 sq miles? (Minus paying us back for our costs)"

That is, factored for inflation and cost of goods sold formulas, about 647 MILLION today. Divide by 550,000 to get $1,176 per sq mile. 640 acres per mile, thus divide 1,176 by 640= $1.83 PER ACRE IN TODAYS MONEY.

WOW!!! GREAT DEAL!!! WE MUST OF HAD A GREAT REAL ESTATE AGENT!!! YOu see, scholarship ALWAYS defeats shallow emotional rhetoric.

The U.S. purchased the land from mexico, but mexico stole it from the Indians.

It is funny to hear people bash the U.S. from countries that would not even exist today if the U.S. did not help save them like Poland, france, etc. Certainly they would be speaking Russian or German today!! No appreciation....

As far as the Mexicans are concerned, If you have a PURE Indian lineage that dates back before 1500, you might be able to say that something rightfully belongs to you. All the rest are related to the original problem one way or another and have no real claim to anything. It is what it is.

Personally, as long as the land is under U.S. control, give a work visa to ANYBODY without a criminal record and charge a special flat tax on income made in the U.S. If you are not willing to apply for the work visa, then you are trespassing and we all know what happens to trespassers!!

I think this is the Greatest thing ive ever seen in my whole entire life! No, i am not Mexican and i dont live in California, but i am extatic in the fact that this is out there! Out there for Ignorant people to see the Truth! I believe they dont approve or rather picket because the Honest Truth Hurts! This Land was never mine, yours or your grand daddys! Whites, Caucasions, Europeans how ever youd preffer to be called You have no right to complain about Mexicans Illegaly Immigrating when the first Immigrants were those Europeans when they came and started taking over what once was MEXICO, Alta California. What do you think Baja's stand for? Nothing? lmao, No it means Lower, as in Lower California. Read up! You are walking on their property! As i in the East Coast am walking on American Indian Territory, but i respect and dont complain when this was their land in the first place! Stop whining and Complaining! If you dont like it book a flight and GO HOME! England, Ireland, Scotland, Spain, Italy whichever tickles your pickel. Dont like it RIGHT?

Piotrek Warszawa: On one thing we agree: We in the US are also thankful that you don't live here. You would diminish our country by being here. Stay in whatever stinkhole Eastern European country you squat in now. I seem to remember hundreds of thousands of Americans died so you don't now have to speak German. We in the US are fully aware of how envious many Europeans are of the US. That is often the case with those who are dependent on another country for their very existence, such as yours is on the US.

funny all the hate America comments and the dissertations on the acquisition of California and such..especially JS from Mexico-big hater-little reason-maybe should ask why your country hasn't made any major world achievements...tacos and cuervo? Maybe spend more time advancing Mexico instead of fuming about something centuries ago that doesn't affect your life and blaming US for all you problems in your country such as it is...maybe live in the here and now and stop wasting time hating and start achieving something...

Ah, it's so joyful to see Americans' reactions to this ad! The truth hurts, doesn't it?
You shoud know that it's still more and more obvious for the poeple around the world that the USA are the Evil Empire (as you used to call USSR before) which is ready to invade, to attack any country and any nation if only it's lucrative. And ethic rules don't matter for you at all. You do not have any ethic rules.
I am Polish and have many friends across Europe. And most of us, Europeans, hate your imperialistic way of acting: your invasions on Mexico, Panama, Cuba, your wars in Viet Nam, in Iraq, in Afganistan. For you there's only money which counts. You don't care about human lifes as long as these are not U.S. citizens' lifes (and you dare call yourself Christians?? Ridiculous!!!). You just care about installing McDonald's, Coca Cola and other American corporations around the world, just to get money from poor people, to exploit them.
I'm so happy that I am a European and that I don't have anything to do with you. Remember: if you don't chang your arogant attitude, whole world (within all your allies) will turn against you and then the USA will be surely doomed to collapse, even though now it is the most powerful country in the world. But even the most powerful country will lose when it has whole world against it.
And I'm pretty sure it will happen at some point, because more and more people around the world are aware how cruel, imperialistic country is the USA.

IT sees to amaze me how very little you seem to remember about your history, if you may want to learn what really happen in a scientific and historic perspectic in the mexican american wars and why it would be appealing not to be under de foot of the big eagle please ask me so.

And by the way mexican people tend to take everything with humor as we did with this Ad and in no way wanted to retake the lands that were infamous stolen from the mexican people. Real mexicans don't take things so seriously and all the way around we found this Ad hilarious and in a way it makes us feel more mexican by knowing that a swedish company took the time to make some research about our country's history, i didn't drink vodka before but know i feel like doing so.


This article is misleading and the racism is subtle. Peoples negative reactions towards this add is RACISM and nothing else. To not call things by there names is to be complicit with them. It only mentioned news and other sources that were "offended" by a historical map. Then it describes Texas as a "break-away" state. This is historically false. The Mexican government of the time welcomed the settlers who migrated to their territory with the one condition that they wouldn't continue the practice of plantation slavery of Africans. The Gringos then stole the land in a bloody war and joined the confederacy.

Lighten up people and get over it. It's just an ad. If this ad upsets you so much then voice your anger toward Absolut not at Mexicans. What's with all the bashing on these posts? You hypocrites making these loud and racist comments should spend more time trying to improve your own miserable lives and less times putting us down. It must make you feel really swell to fire off these ignorant comments while you hide behind your computer. I know you wouldn't say this to my face, because if you take a look around we're no longer the minority. That's right, you and your kind will soon be mowing my lawn and scrubbing my tiolet with a toothbrush.

Great Post! TY!

The border with Mexico was fixed by treaty in 1821. Soon after that illegal immigrants from the United States started settling in Texas. Then they had the audacity to secede and later on provoke a war by demanding to set their border on the Rio Grande instead of the rio Nueces as Mexico recognized.

Insanely inflammatory. No denying the timing of this campaign when illegal immigration is at the forefront of citizen's concerns. Perhaps the Latino advertising agency would like to do their homework and make it publicly known to all UNINFORMED individuals that America handsomely paid Mexico hundreds of millions of dollars to cede the land. At the time, Mexico City, with an acting interim military government SOLD their land to the United States in 1848, as part of the Treaty of Hildago, and we ASSUMED A VAST DEBT MEXICANS OWED THE AMERICAN CITIZENS as well, as part of the overall deal. NOT STOLEN or TAKEN like our European counterparts, but SOLD TO US.
Perhaps TerhanTBWA would like to run another ad showing the Spainairds slaughtering the Aztecs? Or the Mexican War on Independence from Spain. Would that be an Absolut Perfect World?
Educated Mexicans with whom I interact know the CORRECT HISTORY. A segment of an ill-informed Mexican population, will always continue to believe in the myth about "their land" and "Reconquista." One way to settle this is if Mexico would be in a position to offer America billions of dollars to buy it back; of course not using NON-NARCO money. The critical mass that has formed in southern American states with intent to do harm to Americans in the name of LA RAZA, are unwilling to face the truth of their own history. We as Americans do not, and should not take kindly to this way of thinking, or threats.
My friends and colleagues are from Chile, Gautemala, Brazil, Argentina, Mexico, Peru, as well as Iceland and every European country. No one respects this type of advertising, nor do we respect illegal immigration and the trouble it brings to the taxpayers and a nation we hold very dearly, especially in an era of increased terrorism. In response, we are boycotting ABSOLUT and will NEVER serve it at film/music/advertising functions or private dinners, here in the USA or abroad. Personally, I drank Absolut for a long time, and will never buy it again.

Great Post! Thank you!

Why MEXICO ? ...

MEXICO has been living as the backyard of the USA for ages.
In terms of economic dependence, it is clear that many US interests are focused across the mexican border.

Cheap labor costs, logistics, supremacy and control are the key issues behind this fact.

But, what do the mexicans have to say about this ???

Hollywood has shown us a MEXICO full of dirty streets, short men under big straw hats, long moustaches, pollution, dust, etc... Apart from, obviously, corruption, drug handling, delinquency, murder,...

In fact, nothing of this is unreal, but is it different from any of the suburbs of big US cities like L.A., Chicago or even MIAMI ?. Does it mean that MEXICO does not have a skyscraper downtown, fancy hotels, extra-luxury restaurants, ... ?

Then, how do you explain the continuous flights from US main cities to CANCUN, PUERTO VALLARTA, LOS CABOS ???... Do the rich americans want to spend their leisure time with dust, dirty streets, corruption and delinquency ???

Maybe, and this is my personal point of view, MEXICANS are lacking some branding and marketing wash-up. Let´s try to put this in words:


International names, linked with reputation, welfare, distinction, in all fields: "movies, singers, retail, and a high elite of entrepeneurs of the so called 3rd generation driving multinational companies well beyond mexican borders".

Then, Why MEXICO ???

The answer is not easy, but for sure, it has something to do with culture, history and politics.

But only with creativity, effort, and hope can mexicans leave these stereotypes apart, and start washing-up their own image.

Let´s finish with the "mande señor !!!" and begin with the " Qué me dijiste ??".

I really think this would be a good beginning ...

Jose Luis Revilla Escudero
Chairman & CEO
WWShares, Inc
-Global Wealth Management-

SCHWARZENEGGER riskiest performance

California state is in bankruptcy.
Although THE GOBERNATOR achieved to negotiate the approval of the budget. Deficit is at riskiest level in ages.

California is the wealthiest state in the US. Alone might belong to the richest countries in the world.

Vineyards, Silicon Valley, Oil, Hollywood, Tourism, etc ... are the main industries of the sunny state.

What happened then ???
Since Hollywood continues with its heartbreaking and profitable movies. Wine is paid at its highest price, semiconductors and PC sales boosted, and oil, although at 61 dollars, it comes from the high 100s.

The problem is once again, the credit bubble. The so expensive cost of living. With an average home price of more than 500.000 dollars, and a credit rate of 1,5 the average salaries ... the explanation is clear.

Real Estate bubble in places such as Carmel, La jolla, San Jose, San Francisco or Santa Barbara ... people thought that credit levels resisted all economic attacks. And once again, bubble exploded.

California was born when someone found out the incredible weather conditions and quality of life with sea and mountains, Hollywood moved there to record the movies in the outside and not all the time into a metal box called studio. Silicon Valley decided to shelter all internet incubators, in a movement described as very smart and ambitious from the state of California.

But nothing is forever. Moreover, when the use of credit becomes irrational. You only had to walk through Orange County or LaJolla to acknowledge the situation was becoming really dangerous. But, as always, nothing happens till it happens.

Nice boats, fancy Ferraris, glamorous parties, chick restaurants and pubs, ... All this leisure financed by the bank credit. Credit over credit, Bank over bank,...

People use to say "the show must go on", moreover, in this place of the world... But in some extent, the show may be closed down if you do not even have money to pay the lighting or the stage rental...

Difficult situation for a state with a more than 10% unemployment rate, and with the added risk of:
"For those who once enjoyed a fancy way of life is tougher than for others to begin driving a 2.000 bucks auto, or eating a Big Mac ... "

Ohio, Indiana, California, ... is the situation so good as the 2nd quarter banking results show ???

Is it real the nets of Goldman Sachs, JP Morgan, BoA or Citi ???

If you dive into these results, you find out that money emerged again the same way, via arbitrage financial operations and derivatives trading.... Nothing heard about commercial banking yet.

Jose Luis Revilla Escudero
Chairman & CEO
WWShares, Inc
- Global Wealth Management-

Its a greatadvertising!

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?

great posting: thanks for sharing that.

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