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

[Hugo Chavez]

if MEXICO wants Califorina ..i have no problems with them taking it...Matter of fact if China wants it too ...Its there's !!

[Richard Ostberg]

Is it any wonder the Swedish Government sold their interest to the French with idoits like this running the company.To all in the USA,give a toast to President James Polk for a job well done.At least,Spain stamped out the killing of your enemies by eating their hearts.

[john]

Half of Poland used to be German territory. How about an ad in Germany showing an Absolut world where the German borders include Silesia and Prussia? Of course you have to include the Alsace and Lorraine part of France as belonging to Germany too. there should also be an ad showing that Mexico stole that land from Spain and Spain stole that land from the Native Americans.

[hatesmexico]

mexico sold us their land. we did not steal it from them. their leaders happily took American money for it.

[Zyskandar A Jaimot]

Hola UCEDO - tu esse maricon??? Si??? The next time the BRITTS have to take back 'THE FALKLANDS' from those swines the argentines - hope they 'NUKE' your homeland!!! NOT SO FUNNY IS IT WHEN 'MESTIZOS' GET DRUNK NOW ON ABSOLUT - IS IT??? Absolut - the drink for 'loser wetbacks'!!! Ha!

[Osamas Pajamas]

HMMM. IF USA WERE TO RETURN "MEXICAN" LAND, WOULDN'T THAT BE TO THE INDIANS AND NOT TO THE SPANIARDS?

NOW THE SWEDES WERE ALSO MURDEROUS MARUAUDING TRIBES, SO WHAT DO THEY HAVE THAT SHOULD BE "RETURNED" TO SOMEONE?

[John Black]

Sweden was Hitler's whore during WWII.

[Chris NYC]

Do these guys own Grey Goose?

If not, I've found a new label.

[A Rosario]

Here is a list of the companies that market thru the Mexican Ad Agency TERAN\TBWA (e-mail bolsadetrabajo@terantbwa.com.mx ) That is the source of the disgusting Ad...

Absolut

Adidas

Apple

AstraZeneca

Fujifilm

Haagen Dazs

Nextell

Nissan

Pedigree

Roche

Twix

Call Contact and ask them why their subsideries do business with an add agency that markets potental Race War...

[Proud Latino American]

It really doesn't matter what a silly corporate ad says. It also doesn't matter what a few fringe group (both left and right) say about the history of the American southwest. This was our land, or...we won it fair and square...blah blah blah. The fact is the states in the southewestern U.S. are going nowhere. The vast majortiy of Latinos (specifically those of Mexican extract) do not want anything to do with Mexico. They left that country for a reason, and that was to escape poverty and misery. The U.S. gave them opportunties (just like all other immigrant groups) they never had before. And most Latinos know that. And don't get me wrong, like all other Americans of whatever-ethnicity extract, Latinos are very proud of their culture and roots (I am). There's nothing better to celebrate who you are and where you came from than in the good ol' US of A. Here, you could be whatever you want and still earn a good solid living. Now that is the true magic of America.

So don't be fooled about all this nonsense of the "reconquista". This topic is being used by fringe groups from both sides of the political spectrum to advance their own agendas--and that is to cause divisiveness among the people.

[JonSE]

No ABSOLUT for me, ever. Let them sell it in Mexico.

[Kaisen]

Looks like Absolut has been drinking too much of their own stuff.

[Tim]

Sweden completely capitulated to the Nazis and allowed them unfettered access to steel and other natural resources via their railways; a big part of Germany's war machine. Norway on the other hand at least put up a fight although they were vastly overmatched.

[Angelo Zenga]

There are plenty of Vodka brand alternatives to Absolut so America.......drink another brand!!!!

[Mike]

Remember the Zimmerman telegram in 1917, where Germany told Maxico they would support a return of the American SW to Mexico. It got the USA to go to war against Germany. Sweden is the one who needs to remember history.

[Willam of OC]

It's interesting to note that you don't hear Spain complaining that it lost pretty much of all Latin America, do ya? The Spanish accepted it defeat. To quote King Juan Carlos a few month's ago, " Porque no te callas? "

[Andy]

I just bought my last bottle of Absolut.

[Jeff Allen]

If ANYONE has hear of a national boycott movement for all of their products, please post. I will never buy their products again!
Let's see them put up billboards like this in ANY arabic country and goof on Isreal's borders. Think that will happen? This is an "F"ing insult!

[Jan]

Just bought my last bottle of Absolut.

[PD]

Instead of European vodkas, try a Texas vodka, Titos. Made in Austin, Texas USA. Tito's won the double gold in San Fransicso tasting contest a couple years ago. I drink this over Grey Goose much less Absolute and would prefer to support products made here at home anyway.

[kvonl]

Chill out, people. It's just an ad. If I were to believe every ad I've ever seen, I'd look like a supermodel, live in a mansion, drive around insanely expensive sports cars, wouldn't need to go to work, and go on exotic vacations every week.

[Ron]

I live in Dallas, in an area that is literally being taken over by illegal immigrants. I wonder if the country that produces this overpriced swill had the same same problem, would they be so flippant. I imagine all these subservient countries find the invasion of America by illegals titillating.

[timfromtejas]

lighten up! if this gets your britches in a bunch you don't have much going on in your life.

[Dave]

Hey as a 3rd generation Texan it offends me too. We kicked Mexico's ass after the Alamo and if they try to invade again we'll use the Texans here and half of the Mexican population which is already here to kick their ass again. You think the Mexicans that are here are ready to be taken over by Mexico again? No way.

And another thing, I think the Lone Star Flag would look real nice flying over Sweden. Don't think we can do it? Well let me remind you there's about to be a Commander-in-Chief out of a job and looking for a new one. We'll hire him in Texas and go hunt terrorists in Sweden! Those Swedish girly men aren't half as mean as Sadam and his boys were. ( I know this is macho crap but it's fun to write)

[Gavin]

It's funny cos it's true.

[centurion1211]

Hey Catalino:

We prefer to look at it this way instead. America is the #1 nation in the world because all the other countries have too many people like you.

[Jerry]

Ha! I love it.

[Jase]

I will be boycotting Absolut Vodka indefinitley and I will make sure everyone I know does the same. If there was ever a question that the American Southwest was stolen from Mexico, why would they sell even more land to the United States via the Gadsden Purchase??? A deal by the way that was signed in Mexico City, Mexico, after the treaty of Guadalupe Hidalgo.

[martha]

Land "belonging" to Mexico OR the US is a misnomer... Both the US AND MEXICO got their start as nation-states through Colonization. The American states in question technically speaking don't "belong" to the US or Mexico... they belong to the Native Americans... NONETHELESS, everyone forgets that Mexico was SPANISH territory.. as in the COUNTRY, Spain... So to talk of this land as belonging to Mexico is a joke, if you want to get really technical it should be returned to Spain, but Spain lost it fair and square in the War to the Americans.... how silly...

[Fred Adams]

It seems the bulk of Mexico's population wants to come north, where there is economic opportunity and much less governmental corruption.

Were Mexico to take over the American Southwest, it would be only a few years before the American Southwest would offer the same lack of economic opportunity and the same high level of governmental corruption that Mexico now displays.

It isn't the land that Mexican emigres seek - it's the fruits our government and culture.

Its a rare Westerner who hasn't grown up within range of a voice speaking Espanol. Most have also learned from working beside their latino friend that he is a good friend and a reliable ally. There is room for many more. But we still need to control our borders.

[Michael]

I went to my neighborhood CVS store to by vodka just yesterday, they had Absolut on sale. I am vary glade that I did not purchase this product. I have lived in California for most of my life. I find this type of advertising disgusting and uneducated. It creates divides between people of different cutlers. I will never purchase this product again.

[John]

If the Southwest was stolen from Mexico then Mexico was stolen from Spain.

[Ben S.]

This ad is Absolut nonsense. I think I'll switch to Russian Vodka from now on, hopefully the Russian ad agencies won't come up with a new slogan for Stoli Vodka "Stoli Vodka: Too Bad The Capitalist Pigs Stoli-It".

This ad is in poor taste, I'm sorry to see my Absolut get poured down the drain...but they chose the wrong ad.

[Bacardi_limon]

Even if this map was accurate, the Mexicans would still be crossing the border illegally to get into the United States. HA HA!

[Travis]

The ad is offensive because of the implication that in a "just world" Mexico would still have the land. Although they probably would've just sold it to us like they did with the Gasden Purchase.

[Matt]

Just one more reason to drink American vodka, like Hangar One, that is much higher quality than Absolut anyway.

[DL]

Just think how long the border fence would have to be if this were true. I suppose there is a similar ad running in Spain that depicts SW USA being territory of Spain before the Mexicans stole it from them.

[John]

No more Absolut for me! I really did like their vodka, but I will be drinking a good ol Texas vodka from now on, Titos.

[Former Absolute Drinker]

I've been a fan of Absolut for years. I frequently drink their vodkas, in fact, I often like their clever ads. However, they really crossed a line with this ad.

I'm shocked that Absolut would alienate their American consumers with an ad like this. I was born and raised in California.

I'd like to congratulate them on a successful ad. I say successful, because the purpose of Ads is to drive action. This ad has driven me to take action. I just dumped the rest of my Absolut and Absolut Citron down the toilet.

A good friend of mine just informed me that he's going to stop serving it in his bars!

Nice work Absolut!

[Dave F]

Absolut - Stupid...what genius, didn't think this would end on the internet? Why not just tell Mexico, hey go ahead and send your criminals to the US. They'll jail them for much less...Oh wait, no, they'll get drivers licenses and jobs and not have to pay taxes.

[Catalino]

You people are sick. America, #1 hated nation in the world, due to idiots like all of you.

[Natasha]

That's the last absolute I ever buy.

In my perfect world, people use Absolute when creating molitov cocktails for use on the Absolute factories.

[Atlantan]

We bought it from Mexico - legally. Even though it was a few years ago does that mean that the Swedes want to claim lands plundered by the Norse a thousand years ago? Do the silly Swedes want to reclaim Ireland? Things change - Britain no longer owns India and France no longer owns Egypt. Surprise, Portugal and Spain no longer own vast areas of South America. Spain no longer owns Florida and France no lonbger owns Louisiana. This may burst your Swedish notion of the the globe but - the world isn't flat, either!

I switched to Absolut several years ago but now I will go back to Stoli - screw revisionist history.

[jmwilson57]

SHAMEFUL!

ANY vodka brand, but Absolut from here on out.

[Absolute Zero]

FYI for you Stoli and Scotch drinkers. Absolute was sold a while back to a French Company Pernod Richard. In addition to Absolute they produce the following brands which include Stoli, Kahlua and Glenlivet. Check out all of the brands website. I won't be drinking any of them ever again.

http://www.pernod-ricard.com/en/pages/106/pernod/Brands.html

[WA maiden]

Amazing how Europeans know more about American history than some Americans themselves. It was about time an ad like this came out to light. I *LOVE* it!

Fellow Americans, please review your grammar and spelling before posting on public boards. It just shows to the world how uneducated we are. Pretty please?!

[Brian Donato]

Viva Bourbon !....and take no lessons from Sweden's failed vodka consuming culture.

[Jigs]

Consider the source... Sweden is a country that has one of the highest rates of alcoholism and suicide on the planet. It's a country of non-productive elitist losers, sort of like one big college campus filled with unemployed overeducated students. But don't worry, they're yet another one of these spineless european countries that will be overtaken by muslims in about 30 years because they've stopped having children and are incapable of defending their own culture.
In an "Absolut" world imagine a map where the middle east extends up to the arctic circle and sharia law burns down the vodka factories. What a bunch of idiots.

[Mike Brooks]

What is especially outrageous about this is that European countries actively deport their illegal immigrants. There is no such thing as a child of an illegal receiving zutomatic citizenship. Moreover, in Europe (even Germany and Sweden), illegals are denied medical services, denied any and all social services, children of illegals cannot attend schools (and, if they enroll, their address and other information is collected so as to round upp and deport the entire family), illegals cannot get jobs and employers are heavily fined and criinally prosecuted if they are found employing them,and the government actively seeks out illegals and deports illegals. I realy want to emulate the policies of these European countries! Maybe Absolute will cut us some slack, then?

[centurion1211]

Can't be allowed to even be considered. The mexicans cannot take care of the country they have.

Just compare the border towns that sit across from each other. Imagine San Diego turned into a larger Tijuana.

What would happen? The "new" mexicans would just start sneaking across the "new" border.