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

[Torsten]

Absolut is absolutely finished.

What fool green-lighted this ad campaign?

Morons.

IIt's a good thing Absolut sucks anyway. I mean seriously, all it is is like the Bud Light of vodkas. Or whatever bad beer ignorant High School students and/or unsuspecting college kids promote today. It's like the Che Guerrera poster of vodkas. Drinkers of Absolut might as well be drinking Relska vodka. Or rubbing alcohol.

I'm so glad to have never purchased a bottle of it in my life.

Buf if some of you victims ever have, you need to come around to the best vodka on God's green Earth and get yourself a bottle of Ketel One.

Ketel One, or some other actual worthy vodka company, should jump on this moronic gaffe by Absolut and kickstart a great ad-war among the vodka powers. Truly only ABsolut advertises in a broad way...that's how they build their entire brand, by pandering to the ignorant, sort of like Mike Huckabee and Barack Obama. Well, ok, just like Mike and Barry. So someone should simply stand up and capitalize off their bafonnery.

[Frank S.]

Looks like the Zimmerman Letter that actually got us into WWI against the Germans.

Somethings never die.

Too bad I can't boycott since I don't drink the stuff anyway.

[bpjam]

Mexico lost all this in the last war. If they want to try it again, let's just get it over with. I'm tired of hearing the whine about their losses from people who have benefitted from our victory.

Unless the 'mexicans' want to hand their country over to the natives down south, they can pretty much kiss my @ss about all this. This obnoxious notion that somehow half of the U.S. is 'theirs' is all nice but I suppose they would want us to leave the trillions of dollars of development we've put into it in the last 150 years?? Ya think?

Let's be real. Look at Mexico today vs. 1848. Look at the western U.S. today vs. 1848. It's not a surprise as to why Mexico pines for the land since it would immediately make it a first world country. Of course, the mexican gov would turn it back into a second tier country in a decade.

1848 is not some magical date. How about 1612? Or just do like Al Qaeda does and live in the 7th century? Everybody who wants to live in present time, take one step forward. Everybody else....the exit is over there on the left.

[Michael]

One thing to remember is that America is a country where freedom of speech rules. If a company would be so stupid as to insult America in such a way, then we as Americans can exercise our freedom and not buy their products. Let them see how clever they really are when the cash flow starts to dry up. People all over the world would like to see America diminished, for some reason. It's like killing the goose that layed the golden egg. Most of the world is financially benefitting from the USA one way or another. Don't believe me? What just happened to world markets, just on FEARS of our economy slowing?

[Carol]

How about Absolut Ireland!!!! All 32 counties. That should go down real well with the Brits and Rev. Paisley. Never drink the stuff anyway.

[Ryan Anderson]

Let's also remember that Mexico occupied that land for a total of 20 years.

[Prester John]

ABSOLUT-ly offensive, if you ask me. What's the next installment, I wonder: "Absolut World Deutschland" featuring the swastika draped over l'Arc de Triomphe? Or maybe "Absolute World al Qaeda" showing the White House converted into a mosque.

It's too bad we Americans don't do to advertisers what the Muslim world does to cartoonists.

[ha]

peasant chatter

YOU ARE ALL IDIOTS

[Mr. Bill]

I don't even like that crap. I love my Mexican Tequila.

[Matt S.]

Well, I can't say I'm at all offended. I don't give a [expletive], and I'll still drink Absolut. If you think this is a BIG deal, you have a problem.

Who's land is it now? HAHAHA!

[jojo]

Well, what can you expect from Sweden, where the women are women and the men are too...
Maybe we should do an ad that shows Sweden in red with a crescent on it. It'll happen soon. The swede wouldn't have the backbone to stop it... Serves 'em right!

[L Peck]

I hope the people at Absolut are paying attention. I will never buy this product again and will spread the word to everyone I know to boycott this vodka. A revolting ad campaign.

[C.G.]

Good-bye Absolut. I agree, "needlessly divisive" is a great way of putting it.

Ok Mexico, you can have your land back even though the issue was SETTLED MORE THAN 100 YEARS AGO... and we have helped you out time and again and allow your people to come here and work illegally so you can send money home to your families!

Talk about pissing us off and dividing us more.

[Andrew]

I was an Absolut customer until now. The Mexican people have plenty to be proud of with their culture without rewriting history.

This is the kind of anti-U.S. bs that I will not support with my hard-earned money.

btw...Have they seen the exchange rate between Pesos and Euros? Yeah...smart move. Good luck on your Mexican market there Absolut.

[KNOWLEDGE IS POWER!]

Good thing I'm from WA!

Seriously, grow up people and get some US and Mexico history books out and READ them, Mexico was really that BIG!

There is still a lot of ignorance in this country and will always be, unfortunately. Being a proud American is accepting the triumphs AND faults of our country. I know I am, SALUD!!

[BBG]

The laugh is on Absolut... the best vodka around is Tito's Vodka, made in Austin TX, USA!!!!!!!!!! They don't mess with any of that peach or mango flavored junk!

[ozhole]

Absolute mistake! Why not push another button, just what we need. Idiots!

[John H]

If this was a Mexican ad, I would respect their historical perspective even though I disagree strongly and would fight to the death to defend our current borders. After all, Mexico is our neighbor with whom we share much history.

But for a European to publish this? No way. Sell your Absolut somewhere else.

[RoseP]

And exactly what would all those Mexicans being doing with all this territory if Americans were gone and took all their toys with them??? Turn it into a much larger third world country, that's what.

[Eric]

I will now stop drinking it aswell!!!!! What a stupid Idea lets try and sell to Mexcio over the U. S.

[ricardo maxwell]

This land was never "stolen" from Mexico. In fact, one poster above, david told the true story:

"El Norte" belonged to Mexico in virtually "name only", and except for California and some border settlements, it was largely unsettled and unpacified. The Apaches and Comanches with their horses saw to that. The treaty of Guadalupe Hildago was Mexico's realization that not only was the war lost, but they needed help to pacify a violent "native" population in the north.. who, of course, recognized NO BORDERS. Sounds familiar, eh??

Posted by: David | April 04, 2008 at 11:13 AM
So the Mexicans can stuff it and I don't drink absolut anyway. This just gives me another reason NOT to buy it!

[Mike]

I suppose Absolut's Russian ad shows Russia in possession of Alaska. And the German ad shows them in possession of Europe and the western half of Russia. And the Japanese ad with Japan in possession of the Phillipeans, Indonesia and most of southeast Asia.

[Quota]

I say let them have California back, it's a rathole anyway! Too many freakin Libs...

[BMW rules]

I use Absolute to clean my lawn mower! It works great!!! I DRINK Stoli.........nuff said. Maybe we should annex Sweden next.

[NoMoreBlatherDotCom]

“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.”

And, now we're allowing millions of Mexicans to resettle lands that many of them consider to be theirs.

I'm not going to get overly upset over a vodka ad, but whoever came up with the ad knew that it would gain some degree of traction in Mexico and within those of Mexican descent living in the U.S. And, a ZogbyPoll showed that 58% of Mexicans think the U.S. southwest rightfully belongs to Mexico. A significant segment of those from Mexico that are being allowed to settle in the U.S. believe they're resettling lands to which they have a right.

For another historical example, do a search for "Blut und Boden".

While I support the boycott, something that would be more worthwhile would be to go to a HillaryClinton appearance and ask her about the recent reconquista-style comments of DoloresHuerta, one of her co-chairs:

http://lonewacko.com/blog/archives/007587.html

Then, upload Hillary's response to Youtube and other video sharing sites.

[Ohmish]

Remember the Alamo!

[Brent]

I also will never buy absolut again. How about the add that explains that we could have taken their entire country? I mean they were defenseless if we had decided to do so. Mexico, didn't have the people to settle Texas so they invited Americans in to do so. Then they changed the rules on them and Texas rebelled. Face it Mexico, you lost, we won, we let you off easier than you would have if you were in the position. Run your country better and you won't worry about any of it.

[Richard]

When I was in high school, graqduated 1968, vodka was the "loose girls" drink and beer and bourbon was the men's drink.
Guys who drank white zinfandel wanted to get laid by other guys.

[another texan]

A response to 18minutes.
Actually, the Mexican Army was not asleep on the battlefield, they were dead drunk. Santa Anna, their leader, was in his tent with his opium chest and 2 whores when the Texas Army attacked. Seems that this ad may be a little historically ignorant, if the Mexican Army had LESS to drink, maybe they wouldn't have been slaughtered

[Jax]

When did Mexicans start drinking Vodka?

[juzef]

I have a bottle of Absolute in my bar at home.
It's going straight to the toilet, and I will never buy it again.
Ever.

Joseph
San Diego

[Shawn]

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. Accept reality and manifest destiny.

[Matt]

Goodbye Absolut. May your company go under.

[tduck]

... enough , close the borders .
... shoot them in the leg , the 1st week.
... shoot for the head , the 2nd.
... $ 500 bounty for illegals within our borders .
.... that should ease unemployment and get the economy
going .
.... " let's drink to that . "
... KNOB CREEK

[former absolut drinker2]

I am doing my master's in Southwestern Cultural Geography and find this ad campaign ignorant and typical of uneducated Europeans that think they know anything about american history. I am not going to waste much of my time commenting on this. However, I will say that after the Mexican-American War (war is a relative term), the US was entitled to even more territory that extended through Chihahauh and Sanora as well as all of Baja.
The US government at the time felt that it would have been too difficult to properly govern such a vast expanse of very rugged terrain. The decision was made (later adding the Gadsden Purchase) to give access to Baja and leave a large portion of the additional territory to Mexico. I have probably bored everyone by now.
In short, I refuse to buy a product that is made by another smug, ignorant, American-hating European company. This ad is not only useless, but technically false and void of any factual significance.
My vodka will now exclusively come from Russia where they know how to drink it and don't play any national pride games with their marketing.

[BreaGuy]

From the same country who did business with the Nazis right up to the end of WWII. Count me out as an Absolut customer from now on!

[LOSSOFSIGHT]

Who ever says we stole land from Mexico is a dumbass and needs to go back to school.I guess we stole land from England,France,and Spain.Borders have changed over time do to wars and population takeovers.Just look at the Middle East and Africa.Mexico started the war and lost!

[E.Young]

“Mexicans talk about how the Americans stole their land, so this is their way of reclaiming it."

Mexicans stole my truck, how do I reclaim that?

[JB]

They didnt even get the map right. Where is our newly acquired state of Iraq? That's ours now, it should be included on the map.

[Jon]

In addition to the war and the Treaty of Guadalupe Hidalgo, we also paid Mexico $15m (>$300m now) and assumed debts of $3m ($65m now).
Plus we paid another $10m as part of the Gadsden Purchase for the remaining small southern bits of Arizona and New Mexico. (~29,000 sq mi)

So can we stop with the notion that we just conquered this and stole the land? If it was about conquering, we would own Mexico too because we took the capital in the war.

[Matt Lowe]

Perhaps an ad with 1940 Europe, with Germany and their conquered possesions like Finland would be appropriate as well...Tequila por favor!

[Tim]

Mexico did not care when it was worthless and now since hard working American settlers got it where it is today, they want it back. Sounds like the Palestians in the Middle East wanting things back from Israel. Too bad go away and cry about it! Maybe if they put more effort into south of the border they could have want we have, but again just blame America!

[M. Franks]

Mexico lost Texas because Santa Ana was a tyrant and most persons of Hispanic ancestry living in Texas at the time wanted nothing to do with the government of Mexico. Mexicans fought side by side with Americans at the Alamo. Absolut is pandering to ignorance, historical illiteracy and Mexican national chauvinism. I'll never drink Absolut again!

[drew]

James Said:

>> I love how everyone likes to blame the liberals for
>> everything wrong in this country even though they
>> have had no power in the last 8 years.

What do you call the current Democratic control of the House and Senate, you moron? Which, by the way, hasn't done $hit in 18 months.

[Justine]

Marketing of a product is supposed to get you to buy the product these people are just plain stupid.
I have a new favorite vodka Grey Goose.
I am tired of politicians and all the politically correct shoving Mexico down my throat.
I am tired of Mexico looting my country!!!!!!
I'm not going to let a vodka company do it too.

[Cheyenne]

I only keep vodka in my wet bar for the few friends who enjoy the taste of horse urine. If you want a real smoothe
drink, try a good bourbon like Wild Turkey. But I will dispose of the Absolut presently in stock for uneducated friends and replace it with a good Russian vodka. At least the Russians don't send us illegals by the millions.

Cheyenne

[BreaGuy]

From the same country who did business with the Nazis right up to the end of WWII. Count me out as an Absolut customer from now on!

[hank]

Does the Absolut ad in Europe dipict that entire continent as Germany, which is what it would have been without the good 'ol USofA.

[JB]

"I love how everyone likes to blame the liberals for everything wrong in this country even though they have had no power in the last 8 years. Its republican law makers that have continued to let the flow of cheap labor in to this country stand. Get a clue dude."

Name one prominent Democrat politician in favor of a serious, demonstrably effective enforcement strategy prior to "comprehensive reform." And the Democrats have had since January 2007 to fix immigration. So wth are you talking about?

[Monica]

I won't be drinking Absolut anymore either. This ad was PR suicide.