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

[ESFUERZO]

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.

[Spiritman]

Great Post! TY!

[carlos fernandez]

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.

[lisa taylor]

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.

[Absolut]

Great Post! Thank you!

[JOSE LUIS REVILLA ESCUDERO]

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:

TELEVISA, CEMEX, CORONITA, GUILLERMO DEL TORO, ALFONSO CUARON, LUIS MIGUEL, PAULINA RUBIO, ALEJANDRO FERNANDEZ, RBD, GUILLERMO ARRIAGA, ALEJANDRO GONZALEZ IÑARRITU, GAEL GARCIA BERNAL, SALMA HAYEK, ROBERT RODRIGUEZ, CARLOS SLIM, EMILIO AZCARRAGA, BIMBO, MODELO, MARIA ASUNCION ARAMBURUZABALA, LORENZO ZAMBRANO, OMNILIFE, AMERICA MOVIL, HOTELES CAMINO REAL, ICA, CINEPOLIS, ESTADIO AZTECA, ...

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-
www.worldwideshares.blogspot.com

[JOSE LUIS REVILLA ESCUDERO]

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-
www.worldwideshares.blogspot.com

[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?