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

[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.

[JESUS ALBERTO MIRANDA]

La verdad, nunca nos quitaron el territorio, se los dimos para que nos lo urbanisaran , y le metieran infrestructura,(y que acabaran con los apaches) solo que los girngos no se dieron cuenta.....
Estamos regresando a lo que es de nosotros, y si los gringos hacen tanta alaraca por ese anuncio, nosotros nos deberiamos de sentir orgullosos, y no dejarle todo a los demas, el que una empresa europea, si tenga el coraje de recordarnos lo que algunos se nos esta olvidando, Mexico, es nuestra patria, y no me refiero a un pedazo de tierra, que solamente es eso, sino a nuestros padres, madres, hermanos, amigos, y todo aquellos que nos representa , porque la patria es aquello que nos formo y por lo que somos como somos, son nuestras traiciones, nuestra cultura, nuestra forma de ser, y de actuar.
Por eso cuando quieres destruir a un pueblo, no solamente le quitas su territorio, sino que empiezas, a cambiarle su forma esencial que los distingue, su lengua, religion, sus costumbres y tradiciones....
A nosotros nunca nos pudieron quitar eso, y ahora no saben como quitarnos de encima.....
VIVA DIOS, VIVA MEXICO, VIVA LA VIRGEN DE GAUDALUPE

bucentauromir@yahoo.com.mx

[Cordon]

Never... EVER will I, my family or friends buy this product again.

I have NO problem with LEGAL immigrants entering this country to benefit themselves AND the Unitied States of America.

I will NOT condone racism. THIS IS RACISM... and for profit. Good luck, you'll need it.

If the "gringos" leave California, who will pay for the "food stamps," the medical care, the "free" education that the children of illegal aliens get? Okay, go for it. I take my family out of California, you turn it into... what? A squatters camp... another staging area for drugs?

[John Williams]

Well as a Brit.. sorry a small colony of America as some of you like to put it. I find your comments staggering. Mexico are not invading your country, you (sorry we) merely killed off the native populations of that area and re-settled it by forced land purchases and massacres on both sides. I don't even know where to start but read up on your own history and let go of your jingoistic blind patriotism, haven't you realised it gets you into a lot of trouble across the world yet. How is it rude? You invaded Mexico and annexed their land. Again how is that rude its history!!

[ernest]

the education system in the USA is very low, it is obvious by peoples racist reactions to the ad . Mexican territories were sold only 150 years ago this is just a fact then americans can't figure out why mexicans live in california please if you have to educate them by selling them greyhounds and vodka martinis do it! bottoms up.. for those of you that don't want to support absolut you may as well drop mexican tequila, cuban rum, russian vodkas, french wine, etc.. don't worry you have that delicious coors light

[Luis]

WOW! That sure hit a raw nerve... idiot gringos don't like doing on to them as they like doing unto others. Hypocrites... they don't have a clue of their own history.

[Luis]

That is the most stupid boycott I have ever heard in my whole life.

Do you really think Absolut is promoting separatist movement?

Do you understand the Absolut world concept or teasing ADs in general?

[pepe]

why did you get so angry with this announcement? be thankful, if it wasnt for this vodka you wouldve never known that all those states were from Mexico long ago... you know about franklin, you know about washington, but do you know about THIS? you dont have any idea of history people, read your books once in a while.... but who cares? that territory has been always ours...its full of mexicans, everybody speaks spanish, the money owned there is sent back to mexico and in green bills, tsss, its better for us mexicans that it stays likie that, we get lots of money from there =) cheers

[Mexicano / Mario Hdz.]

Excelente Campaña, para empezar uds no deberian reginalizar el nombre de Americanos.

Americanos somos todos los de "AMERICA" no EU.
Uds son Estado Unidenses.

Aparte ese territorio siempre a sido nuestro, o no se han dado cuenta que tenemos que estan invadidos?

Viva el Vodka...! jajaja..! por cierto, que tal La Corona ?
UPs Tecate ???

LOL...!!
Get a Grip Gringo Loco!

Estoy en tu patio desde hace mucho timpo, no estes llorando ahora... jajaja.. como tu comida y gozo tus zorritas..! :D Por cierto sigan llegando a nuestras playas, que siempre seran bien recibidas tus zorritas... :D

VIVA MEXICO CAB$%"$#%...!

[Ruben Murillo]

I seriously think that this ad is great. It inspires a much needed conversation on who americans really think they are. Judging by the reation of the many zenophonic, vociferous and ignorant white folks having a problem with this ad campaign. It is no surprise that we not only have marked the decline of the United States as a leader in the free world but also have just realized that our inflate beleifs of superiority are now being challanged and we are now the laughing stock of the free world because we feel threatened by this discussion. Meanwhile we are being taken to cleaner by our own government that has allowed the major oil companies to fleece us at the pumps. Twice there has been hearings on captial hill asking the oil companies how they can justify the extortation of American's at the pump and twice they have bitch slapped our legislators with their convoluted logic and outright lies. Why dont we focus on what is really relavent. Great a life. Better yet pay attention to your politicians who are on cruise control sucking up public funds as they occupy office but produce no releif for the American public. Cheers!!!!!!

[popa]

For all these "higher than tho" in their pretentious attempts to digress about the "American" reaction...I say:

If you don't like the reaction you should not have pissed Americans off. (you really have not seen us pissed off in the last 50 years...thank god)

It tickles me when silly little residents of the American colonies around the world pretend they have some kind of cultural advantage over the most powerful, culturally dominating nation on earth.

I think it says far more about the idiot armature advertising person who thought it would be "cute" to piss off the people running the largest economy on earth.

Absolut is finished in America...that is for sure.

[SKY only]

Looks like SKY/ Stoli just conquered Sweden.

This act of stupidity just cost Absolute it's biggest, richest market. Americans will have the last laugh on both fronts...LOL

[patrick]

americans are simply idiots! look how they get so worked up over an advertisement from mexico. don't they even realise that it was intentionally made to rile them?

[Walter Morales]

As a pokomam Maya tribesman and American citizen, I am stupefied by the ignorance some well intended, as well as ill-intended American and Mexican bloggers have posted concerning the history of the Americas in general.

Anglo-Americans, Mexican Americans, and other Americans, excluding American Indians hold several historical inaccuracies as absolute truths; the truth; however, is that truth is relative. American Indians were not conquered as is often believed, rather, before the Spanish ( and other European fleets) galleons made it to shore; diseases did ensure via contaminated air and water, not superiority of arms, our warrior numbers dwindled an hence could not provide a formidable defensive or offensive role. The problem with my North American and South American brothers lies in their dogmatic insistence of their self-fulfilling prophesies that are based on their Christian absolute truths(lies).

Let's talk for example about the Christian work ethic that paved the industrial revolution in Europe, where were the Christian zealots at when greedy businesses sought to undermine the ecology and well being of the less fortunate, why was it that collectivist work was more accepted with the laborers and not the elitist who were individualistically interested in themselves. Why did the founding fathers country emulate American Indian democracy while still including less than perfect democracies like those found in Europe(France, Britain, Switzerland, and Greece)?

Was it because, Americans wanted the Christian work ethic; coupled with greed, envy, hardheartedness, and coercion that came with it to be part of the American culture, of course it was, since now that manifest destiny (self fulfilling prophesies) was executed, nature and humankind became the enemy of Christian progress.

I am not implying that progress is wrong since my people the Pokomam; Mayan, accomplished great feats in science, math, astronomy, and biological engineering; take corn for example; yet, when we traversed the North American continent we did not impose our beliefs on our North American Indian brothers.

The current crisis facing American hegemony is our authoritarian and imperialistic views towards others. In an ad such as this, we should encourage our southern neighbors to overthrow their evil governments instead of criticizing them.

[Goldstein]

"then germans took over europe.. that's the way it is and nobody should take it personal."

Well, pardon me but I'm Jewish and I took it VERY personal...just as I do today. Huge sections of the American southwest are part of America in name only and many find this extremely upsetting.

[Anna]

Well I will never buy one bottle of Absolute again. My son's have a bar and they will no longer purchase Absolute. [Expletive] all of you that wish to break up my country. I will not stand still. The USA is a great country. Mexico would not have a clue as to how to run the economy of those US States and then we would have to put up a wall from TX to MI to keep all the westerns out of our Eastern country because the Mexican government would run it into the ground. I can’t wait for that wall to be built.

******************

It is soo sad to read things like this.
It is soo sad that Americans, being part of a first world country.. think this way.
It is also sad, realizing that forst world countries also have ppl with no brains or perhaps they never opened a book or went to school in their lives.

This is just MARKETING, specific marketing for mexicans.
This add means.. "if you drink ABSOLUTE, you'll se the absolute world being yours" something like this. Plus, that was a real map 200 years ago.
Shawn said 10% of mexican population is in USA. Well... then.. there you have another explanation for the ADD.. all those states (California, Utha, Arizona, etc) are higly populated by mexicans. Which doesn't mean mexicans are trying to take over the country! LOL...
You guys should feel PROUD and not offended.
This is a chain...
Usa was part of indigens.. (natives) then british took over.. mexico was part of aztecs and spaniards took over.. then americans took over mexico... then germans took over europe.. that's the way it is and nobody should take it personal.

God bless

[Anna]

I believe this is stupid (not the ad) but the reaction.
Americans should UNDERSTAND this is marketing. That map shown in the ad, was the original map not too long ago. I read somewhere else something like "well.. those states weren't even mexican either.. they were rulled by spaniards" So.. if you think the same way, let me tell you you're wrong.
Spaniards came to America (America is a CONTINENT) in 1492. They called Mexico the New Spain. Why? Simple. It was the only place where "Smart" civilizactions were found. They found gold, chocolate, vanilla, corn, etc. That's why they stayed there. (convenience.. that's all)
After they LEFT.. no.. sorry... after mexicans WON I should say, and Mexico became Republic of Mexico or its proper name Mexican United States, and not "New Spain"... after being more welthy than the US and having all this land with perfect weather all year round, americans had the brilliant idea of fighting against Mexico and took more than 50% of its territory.
It doesn't matter who won.. it doesn't matter the reasons why and it doesn't matter who started it. It is just about HISTORY.. that's all.
History and marketing.

And I have something else to say about the argentinian Favio Ucedo and his Grupo Gallego.
How could you say that mexicans have bad feelings and we don't forget about mexican-american war... meanwhile.. you guys still crying for the loss of Malvinas Islands against England. You guys HATE Margaret Tatcher, you guys even hate americans for that, as americans helped British to fight over your island and took it from yous.
This life and this world is not fair. In order to be fair with somebody has to be unfair for anybody else.
examples: jewish vs germans.. (do I have to say who won?) Americans vs mexicans.. americans vs the world except for first world countries, of course.
Americans vs any country with OIL... is that fair? no is not...
So then.. don't cry over a silly advertisment :) and don't take offense of this.
Oh.. by the way.. not every single person that crosses the RIO BRAVO (not grande, but BRAVO) is mexican. there's centroamericans and southamericans aswell.. not to mention Iraq and iran citizens, that had the brilliant idea of crossing through Mexico and be part od the US, of course, is better to be a mexican illegal than being an iraqui illegal.
Do not pluralize, please.

God bless

[Liquor Quiz]

this powerful quiz was designed just to get everyone talking and feathers ruffled which it obviously has done succesfully

[Andrea Reyes]

It is funny to see how many US citizens (I belong to the type that says America is a continent, therefore I am also American) have little or no sense of humor not to mention the lack of knowledge in history.

It is completely idiotic: "Oh... they are showing how the political division was long time ago and I find it offensive". How can it possibly offend you? It is history, the term implies past tense, you know? Probably you don't...

On the other side of the spectrum (and of the border), the nationalism of my fellow Mexicans also lacks sense of humor and it is as pathetic as the US one.

It is just a campaign. Please... I feel embarassed for both sides, it is like watching an episode of The Office. And that some call their boycot a social commentary (while he or she is having a white moccachino for 15 dollars), that is just sad.