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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:

Comments () | Archives (2261)

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When all is said and done, the little euroweenie ad campaign manager that designed this one and got Absolut name attention will have gotten a nice little bonus....regardless of posted claims that: "I'll NEVER DRINK THAT CRAP AGAIN!!!!!"

Go find a bottle of "Old Chug 'n Puke" vodka for a change.

When the Mexicans living there were given US citizenship they were also suppose to keep their personal lands according to the treaty, but that treaty wasn't honored (like most others we sign) and their personal familia lands were taken from the naturalized citizens too.

- Bury my heart at wounded knee

***---They took our jowwrbs---***

I suppose the most annoying aspect about the illegal immigrants is that they do not want to melt into society.
They choose to maintain their separate cultural identity and send the money earned back to their home countries instead of using it in our Gross Domestic Product.

I think the Vodka ad is sophmoric at best.

We should have marched all the way to Panama! Next time we will..

All hail the all powerful and wise Jeronimo! He without bias. Grovel before his wisdom and knowledge. Avert ye gaze oh ignorant ones.

Wow. What a pompous a**.

I love the anti-immigrant vitriol. How many of you have actually talked with an honest to god mexican? They're cooler than you are. Let 'em take over. they won't be anymore or less corrupt than the family values white protestant yahoos we have now.

By the way, It is doubly ironic that the anti immigrant patriots are going to protest and show off their patriotism by changing vodka brands. NO AMERICAN DRANK VODKA UNTIL THE SIXTIES! DRINK BOURBON YOU FAKES!

You liberal idiots named Gus, David, Jason all claiming to want to buy more absolute need to get out of my country. Where has national pride and patriotism gone?

Funny the same people who are saying California should go back to Mexico say Tibet should stay independent from China, even though it was Chinese territory at one point. What is the difference. Hey, even Kuiate belonged to Iraq at one point.

Fact, borders change - always have always well. The current borders are what they are and they were agreed to by treaty and have been that way for 160 years. I for one will defend my country against anyone who advocates against it. This may not be someone taking a gun to us, but sure as hell it is just an inflamitory.

Too bad I don't drink Vodka. I'm more of a beer person.

The land wasn't stolen. It was purchased as a part of the terms of surrender.

I believe the US government spent $7,000,000 for the territories.

International law is very clear on the Right of Conquest. Land or anything else is earned, not stolen, when one sovereign defeats another.

They also market Level Vodka, Fris Vodka, Cruzen Rum, and Plymoth Gin so don't purchase these items either.

1. The U.S. should have just taken all of mexico when we had Mexico city surround.
2. Why do the Mexicians want it back..if we gave it back to them ,it would be toliet just like Mexico is now..
3. Mexicans are always so proud, WHY??
IF being a Mexcian is so f'en great then go back and fix your broken down country already.

Humans have been gaining and conquering and regaining and reconquering real estate since the dawn of time. Borders change. At this present time the entire Southwest belongs to THE USA! Mexico needs to redirect its energies into taking care of it's own and cleaning up corruption ... why worry about "reclaiming" a chunk of land if it can't even properly take care of the current chunk it presides over? Tell ya what - we'll make it fair and square ... we'll do it like they've done it for millenias - Mexico can send their stellar armed forces up here and try to squash the United States Military and post their red, green, and white flag and recapture. GOOD LUCK!

Um, we went to war with Mexikco and they lost, hence the winner gets the spoils. It's the way war was back then, nothing was stolen it was lost by the defeated. Mexico is a great country and it's people are a friendly and generous bunch. As previously stated Mexico colonized California, Arizona, New Mexico & Texas by taking land from the native americans living there. The people who came up with the ad are just ignorant of history. I'll continue to enjoy Tito's triple distilled handmade vodka, made right here in Texas, as I find it superior to all others.

Guess I'll buy more Grey Goose!
Absolut is crap vodka, nearly a well drink.

In an Absolut World - where the makers of this terrible vodka can't reach a 'more affluent' demographic - they'll market to Mexicans who don't know better.

How about an ad with the current map of the US and a big picture of a smiling President James Knox Polk off to the side. And this ad copy:

"The world as it ABSOLUTely is. Well done, James Knox Polk!"

"$ 500 bounty for illegals within our borders ."

That would end illegal immigration within a month.

Man, Drudge Report puts a link up and sents its cohorts of crazies to all corners of the internet.

BTW, most Mexicans aren't decendents of the Spanish, as at least one poster has claimed - they're decenedents of the Indians persecuited by the Spanish.

Oh, jingoism, why are you still alive in the 21st Century?

If the mexicans were honest they would want to give the land back to the American Indians.. But they are not....the mexican radicals are violent losers who WILL LOOSE. And Americans will boycott
that lousy vodka. we have long memories.. when certain looser keep pushing us, remember we left oppressive lands, and we do not like to be oppressed, it is in the genes.. and more Americans everyday are raising up against mexican radicals.

For America and Mexico there's a way of peace, a way of brotherhood, a way of good neighborliness, a way of respect, a way of hospitality, a way of friendship and cooperation, even a way of love. The Mexicans I know are GREAT people! Americans and Mexicans and Mexican-Americans and American-Mexicans all have much to learn from and contribute to each other. Let's all try to go the 'good way'.

As for Absolut Vodka, what they've done here with this ad goes totally against the 'good way' and stirs up all kinds of nationalistic negativity on both sides of the border. Shame on them. From this day forward I drink NONE of their stuff!

Even Venezuela's map is wrong!!!

Copy of letter sent to Absolut Vodka, New York and Sweden:


If your company was truly interested in geographical accuracies for your new campaign showing a map of North America in 1848, perhaps your ad company would have done their homework before hand.

Panama did not come into existence until long after 1848 (see Teddy Roosevelt and the Panama Canal), so Colombia, should encompass what is now Panama. Cuba was a colony of Spain, so your map should have pointed out that Spain owned Cuba. Belize, was known as British Honduras, claimed until 1991 by Guatemala, and owned by the British Crown. The great Republic of Texas gained independence from Mexico long before 1848. And most of the small Caribbean Islands were under British, French and Dutch rule, as many of them are today.

I am sure if you were to ask the good people of the American Southwest, including most Americans of Mexican descent how they would feel about being returned to Mexico, land of political corruption, corrupt politicians, run amok by drug lords and chocking in poverty, despite the great wealth that Mexico has. The answer would be not no, but, hell no!

As for me, I will tell you what I think of your campaign. I am now a fan of American, Polish and Russian Vodka. No more Absolut for this household.

I also would like to know when Absolut Vodka, the Swedish Government and the Swedish people are going to address reparations, payments and an apology for the raping and pillaging committed by the Vikings and for the great sufferings they brought upon their neighbors and when for the love of justice are you going to address your so called 'neutrality' during World War II. If we are going to 'RIGHT THE WORLD' perhaps you Swedes should stand first in line. And, so it won't get too lonely there at the front of the line, I will pen a small letter to the people of Mongolia and the descendents of Genghis Khan to see if they are willing to follow suit after you.

I toast to you with American, Polish and Russian vodka,

Dan Hernandez

“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."

Ucedo is a foolish Argentinian, of course we know our history in the US; this particular lesson is taught throughout middle school. Also, Absolute is donkey rot severed in a stubby bottle... the Wall Street Journal tested vodkas and found Smirnoff to be one of the the tastiest and Absolute the worst; don't believe me, just Google it. Also, to the Europeans negatively commenting on this thread: We don't want you here either, take your blathering to France or Russia, we left you hundreds of years ago...

Probably the most repulsive ad I've ever seen. Sadly, people who think this is funny are either dumber than granite as to what's happening in the counrty, or working for the enemy outright.

Whether slow, fast, violent or not, changing a border is war, pals. You can do it actively, or with mass infiltration of people, language and culture, over a longer time. It's still an invasion.

The slow creep of fumes lets us all be happy, right until the end, when we close our eyes.

Let me get this it is true that most mexicans consider the SW USA to belong to them and all believe in reconquista....

...but if we Americans say 'we're not good with reconquista'......we're racist xenophobes.


This is further proof illegal immigration (even if they just want work....) is part of the reconquista AND MUST BE STOPPED.

We didn't steal the land.

We fought for it and won it fair & square.
If the Mexicans wanted to keep it, they should have fought for it a little harder.

There are no Native-Americans. They're Siberian-Americans. Every one came here from some where else.

BOYCOTT ABSOLUT. I bought a drink with their vodka last night, but never again. This ad is the geographical equivalent of race-baiting -- criminally irresponsible in its stirring up of hatred.

Any piece of land on earth can be said to have been "stolen" from someone else. Where do reconquista-minded Mexicans think they got THEIR territory? By bloody conquest, that's how, every inch of it. When do they plan to give it all back to the various tribes they stole it from?

It's time countries stopped shedding blood over borders, or coveting each other's land, and tried to do better by the territory and populace they already administer.

I love Mexico and my Mexican friends, but one out of every ten Mexicans has already fled to U.S. To suggest, even in jest, that the corrupt, inept government that's driven away 1/10th of its own population deserves to take over half the U.S. is pretty disgusting.

Sure, they'll say it's just a joke. But it's not to a lot of unbalanced individuals who could easily turn terrorist with this kind of encouragement.

Obviously Absolut is willing to do anything for money -- even inflame ancient disputes that could end in terrible violence and bloodshed.

Maybe their next ad, running in Arab media, will feature a pile of dead Jews? Yeah, that would be hilarious too.

Absolut? No thanks. I'll have -- anything else you've got.

Yeah, when you're the #1 country, most others are bound to be jealous and want a piece of you. I don't mind being an American :) It's good to be the king.

...and EVERY country and people have killed those around them to expand. Indians were killing Indians before Caucasians came. If it weren't for the Europeans coming, Native Americans would still be living in tents instead of making millions off casinos. Civilization must advance, the survival of the fittest WILL happen...

Absolut....Absolutely not!

hey dude

What country do you live in? Would it be OK for the US to consider Iraq or Afghanistan our territory? Also you act as though we are proud to have immigrants, obviously we dont like it or your kind given the response to this article... Hey guess what else, this article isnt about the billions of people in the world either, it is about the millions in mexico that rob our land and country. So mind your own business you simple minded baffoon

I'm not a huge fan of the giant influx of illegal aliens, but I actually thought it was kind of funny/clever. I don't think it's that big of a deal. If a drink tastes good (I hate vodka) I'm going to drink it. I don't see anything to get upset about and boycott Absolut for the rest of eternity. Lighten up, people.

If this happened, then Mexicans and latinos would have to travel a few hundred miles further north to escape their own country to live in America.

CV -- I'd love to join in the boycott on all their products, but I don't think I could give up Perrier-Jouet, Martell, or Four Roses! But I'll be happy never to drink Absolut again, though, since I haven't had that horrible over-priced crap since college anyway.

And please remember that these units probably operate mostly independently. A company of that size can't oversee every advertising campaign of every one of its brands.

"Thanks Absolut for creating a memory that will ALWAYS remind me of why I should never again drink your vodka or any other beverage made by your parent company (Pernod Ricard ).

An estimated 10-20 million Mexicans are here illegally. Most of them are men of working age. Those are the very people who are needed to "fix" the problems in Mexico. If they are not there, Mexico will never be fixed.

Every group of these immigrant and potential immigrants have a different level of risk. There are some who are willing to risk their families and bring them along. More aren't willing to risk their families and come alone, send remittances with the intent to bring them later. And there are those, who would like to come, but have deemed the situation too risky. Let's break down the numbers.

The number of 10 million is the low end estimate of the numbers here. That is 10% of the approximately 100 million population of Mexico. As described above some will risk there families, but more do not and send remittances. So if we take that 10 million low end number, and estimate that of them are 5 million who are here alone, sending remittances back. Family sizes in Mexico average larger than the U.S., so its not unreasonable to estimate that ON AVERAGE they are sending money to a wife and two children, which means five million are hoping to bring another 15 million to this country. That means the low end estimate of 10 million (~10%) is now another 15 million (~15%) for a total of at least 25 million (~25%). That does not include the others who have deemed it too risky, but would come if it were less risky which could be millions and millions more. So we are talking a significant percentage (close to 50% or more) willing to abandon their country and not stay to fix it. So if they won't stay and fix it, I have a solution.

Each Mexican state should apply, and in an orderly process (over a period of years), be admitted as state (but initially all as territories) of the United States of America. They would have equal footing with the other 50 states, equal representation in Congress, and under the same corruption laws, enforceable under the same standards. There are problems down there that many Americans may not want to deal with, but they won't be fixed if everyone down there runs from the responsibility of fixing it. History has shown that the system down there doesn't work, and the system in the U.S., although flawed, is a better system. The number of members in the House (fixed since the early 1900s) may need to be increased, but everyone would still be represented equally.

Regardless of the myth of Mexican national pride, Mexicans are voting with their feet indicating that Mexico as it is now, is an inviable country. The lives of Mexicans as new Americans will improve as well as conditions improve as more investment and development occurs with the security of being within the borders of the United States of America. Even though the economies of Mississippi is different from California, so too will the economies of Michoacan be different from Michigan (currently not the best comparison), but in the end under the system of the United States, those potential 32 Mexican states will be of comparable standard to the current 50 states.

Talk about an Epic Fail...

How about a bullboard with the current map of the US and a big picture of a smiling President Polk next to it. And this ad copy:

"The World as it Absolutely Is. Nice Job James Knox Polk!"


Yeah the Mexicans want it.. the problem is, even if we gave it to them - they'd still want the land we're in.

What they don't realize, is what's crappy about Mexico isn't the land - it's the government. Taking our land will not help them with that, because if it's theirs it's under the same corrupt government.

Man, wtf are you thinking? Mexicans drink Tequila. Absolut is way too expensive for them, waste of money hombres.. Take your ad and run it in Russia where they actually prefer Vodka, sheeez.

Yeah the Mexicans want it.. the problem is, even if we gave it to them - they'd still want the land we're in.

What they don't realize, is what's crappy about Mexico isn't the land - it's the government. Taking our land will not help them with that, because if it's theirs it's under the same corrupt government.

Pretty much all mexicans are decents of Spanish who KILLED ALL THE INDIANS IN THEIR LAND AND STOLE IT FROM THEM so maybe when Absolut runs add for aztec (o, too bad they were all killed by ancestors of mexicans) people they can show a map of "their righteous land." huh? Just shutup people.

I am a bar owner in California, I will not stock your vodka or any other related products in my bar from now on. I am starting an all out add campain to bocott your products. It is bad enough here in the states without you adding to the fire. We are giving our tax dollars already to support illegals wefare, schools and medical. They keep taking more why not just make it the united states of mexico

Is this a map of the future or the past?

Panama was part of Columbia in 1848. LOL

Stupid advertisers.

A vodka from New Zealand whose ads are both funny and deliberately completely inaccurate (in less controversial ways).

@all those who think they know history.....think again....we do not even know the present.....Oh, and BTW it's not racist to describe peoples actions by the content of their character, regardless of race(color of skin?gimme a break). It IS racist however to NOT describe ones content of character BECAUSE of their skin color(race?gimme a break). RIP...MLK...good human......its an insult to call him a good black human is it not?

Obamanics take note please..........

“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."

Ucedo is a foolish Argentinian, of course we know our history in the US; this particular lesson is taught throughout middle school. Also, Absolute is donkey piss in a stubby bottle... the Wall Street Journal tested vodkas and found Smirnoff to be one of the the tastiest and Absolute the worst; don't believe me, just Google it.
And to all the Europeans making negative comments, please stay where you are and do not move here, we don't need your trash...

Whip there ass, pay them the sum in 2006 dollars $315,000,000...and they're still whining. I love a good fight.

Texas was created under an oak tree by a handshake agreement between two Master Masons. The captured Mastor Mason Santa Anna was spared his life by fellow Mason Sam Houston. In return, Santa Ana agreed to ceding the territory of Texas which includes parts of New Mexico and Colorado (though Colorado is hesitant to admit it).

When Texas was annexed by the United States, Santa Anna was no longer bound by the Masonic agreement he had with The Republic of Texas and Sam Houston, hence he started cross border raids (US says Rio Grande, Mexico says Rio Neches) to try to gain back the disputed territory.

The US saw this as an opportunity for a huge land grab.
We occupied Mexico City and crushed the Mexican army. They had no choice but to sign and take the money..otherwise we would have slaughtered them all.

To the victors go the spoils. They provoked us. They got their asses kicked. We let them keep most of their territory. That's what happened. No stealing. A fight. They lost. We won.

I'm tired of the United States anquishing over it's strength.
What it is wrong with being strong? Where in history did strength become a character flaw? Life is violent. History is the story of life. So what.


Obviously this is not real people. This is what Mexico used to look like. Quit taking it so seriously. No wonder the U.S.A is always at war. You take crap too seriously.

Who the hell really cares!??!??
FIRST --it's a stinkin' AD for chrissaakes!
SECOND-- we sorta DID kinda "steal" all that land --one way or another--from Mexico ("independent" Texas came about by a plot from a bunch who sent American "gringos" in large numbers to colonize the area and then "vote" to secede from Mexico) and THIRD --they can have those damn states back if they want them, especially TEXAS.... (I once read a right-wing-nut newspaper article "warning" that then-Presidente Fox wanted "expatriate" Mexicans to vote.....because they would eventually return the favor by "voting" to re-join Mexico)...AND one other thing --to the "genius" who said the Mexicans "stole the land from Spain" ...what kind of racist Euro-centric crap version of history did YOU learn, Einstein?????
remember colonization? Like when "we" (white folk, though none of MY ancestors) took the "Indians" land (Ok, so they weren't really in "India," but that "native American PC-crap sucks, too!...after all...MOST of us were born here, so we're ALL "native Americans" ....maybe we should call them indigenous tribes or something) ANYWAY...Spain went down there and stole the land from the Aztecs...Olmecs....Mayans, etc. If their meztizo descendants "stole" it from Spain, they just took back what had belonged to their ancestors!!!!

Meanwhile --lighten up you bunch of wack-jobs! It's a funny ad! (Besides, I love Mexico a lot)

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Ken Ellingwood
Daniel Hernandez
Efrain Hernandez Jr.
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Richard Marosi
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