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

[Tom]

The marketing ad itself is cleaver. I take MUCH greater offense at the folling quote from the article:

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.

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.”

I'm from Minnesota....part of the NORTH and CENTER described above...the inference that our area has no knowledge of our shared American history is SO assinine that I fail to comprehend how the guy can keep a job if he wants to demean the customers....

[bernard]

The best thing that could ever happen to Mexico is that the United States "Purchase" Mexico for good.
The Mexican people could have a future to look forward to.

[hbl]

I always liked grey goose better, I will never buy a bottle of absolut again.

[Hans Jurgen]

What they should show is what it would look like if Mexico did own it - a desolate, crime-ridden country run by idiot dictators! Just another creative-freak campaign! I say destroy Absolut - tank them! And then fire the creative-freak that came up with this idea, the obnoxious S.O.B.

[Abdal Latif]

This is really pathetic...an ego battle between U.S. nationalists (mostly chauvinistic racists) and Mexican nationalists. You're all idiots. You're all worshipping idols. Forget about these damned "countries," they don't exist anyway. There's only one God, therefore there should not be hundreds of imaginary "countries" always at war with one another and with their people looking down their noses at one another in arrogant pride. Stop pledging allegiance to your flags...I did and I feel free now. Pledge your allegiance to God alone, be kind to the poor, act with charity and mercy, and give up your pride and arrogance. Or at least shut up about it.

[Humanitis]

And Spain conquered Mexico. Absolut's social commentary couldn't come from a dumber source. Who buys the world's crappiest, over priced vodka, anyway?

[Andrew]

Yes, let's tap into Mexican pride by selling them alcohol.

Then they'll get drunk and forget all about that silly Southwest! Thanks Absolut.

[Cynthia]

Ad is inaccurate because Texas was not part of Mexico in 1948 - we'd been an independent country since 1836 and a state since 1845 - and since Texas at that time included parts of Oklahoma, New Mexico, and Colorado there's a whole lot of green that shouldn't be there.

That said, this is a completely idiotic ad. Sounds like something the French were doing before Sarkozy became President. Oh wait, wasn't Absolut recently bought by a FRENCH company? (Yes).

I'm not a drinker, but if I were Absolut would not get my hard earned dollars. Since the American pocketbook spends a lot more than the Mexican pocketbook does I'd say Absolut has absolutely screwed themselves. Let the market show them what "good" advertising can do - and that trying to keep it hidden in Mexico isn't going to work in the age of the Internet.

[JB]

"Americans, grow up. ''Oh we are not going to buy Absolut, Oh we will boycott'' That is the same way you idiots decided to boycott 'french fries' and 'french wine' I guess u showed them huh. Please..."

Grow up? Excuse me?

Being a grown-up means the power to make choices. And I choose never to buy Absolut ever again.

What's so grown-up about enabling a company that insults your national sovereignty?

[Neil]

Who gives a rat crap about what moronic Euroweenies put out in an ad.

[Jeff]

It's a good thing I am a Scotch drinker. I graduated from Vodka about the same time I graduated high school.

[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.

[Mike]

In a nation famous for its tequilla and Jose Cuervo, does the ad agency really think that inciting a discussion is going to sell more liquor? Not likely. People stick with what they know. This is just a weak ploy to stay competitive in a market by fueling old hatreds that fanned out long, long ago.

[James]

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. While I think this ad is deplorable and I have already thrown out the bottle of absoloute I own and I will not be purchasing the customary 75 bottles I would have bought at xmas for my employess. I still think the Amercian sheep in this country have alot to learn.

[Fred Tubbs]

In an 'Absolute' perfect world the US would have invaded Mexico in the 1980's and made it the 51st, 52nd, 53rd, 54th, 55th states. Then we could have propped up their economy, tapped their oil reserves, and made those dead beats pay some taxes for all the services they get for free in the US now.

And who the hell advertises vodka to a bunch of poor, piss beer, tequila drinking [expletive] anyway?

[Tom]

This is Mexicos goal. Flood the country with illegals, get them the right to vote, and then vote in their people. And its slowly becoming a reality.

[jan koopman]

wow, everyone is so hateful and angry. who cares about a dumb ad? i read one poster talk about how mexicans screw everything up, and another about how we should bow to our spanish overlords. calm down people! its a stupid add. we are a really angry people. sad.

[Kenny Brand]

Don't worry Texans. The new Sam Houston is coming back soon. How do I know this? I am the new Sam Houston! I will kick every freeloading Mexican out of Texas. I might even take Mexico by invasion. But I will be using AK 47's. Over my dead body will turd world Mexico ever take back TEXAS! Get your guns ready red blooded TEXANS and AMERICANS. Jorge Bush is a traitor and loves Mexicans. Too bad the BUSH girls don't marry one of those hard working morons! If the morons running this country don't stop this crap soon the people WILL!

[Mike]

The areas that the US took and then paid for were about to do what Texas did and break away from Mexico. Also most people don't know that Mexico wanted to sell the land to the US for $30 million but the US only wanted to pay $15 million. After the war the US paid Mixico $15 million and then later bought the Gadsten purchase for $15 million. In the end Mexico got their price for land that they considered worthless. Also all the Mexicans living there were given US citizenship.

[Bill]

I was surprised by this ad...I didn't think anyone in the third world crap hole that is Mexico could even AFFORD an expensive vodka like Absolute!!! But clearly, they didn't think this through. With so many choices on the market for vodka why the hell would they go and offend one of their biggest markets here in the U.S.? What morons!

[Ed]

If Mexico still had those territories, nothing would be any different, you'd see Mexicans sneaking across the border to get into Washington state or wherever. Also, people need to realize that the independent nation of Mexico only had those territories for 25 years.

[Richard Martin]

Heck, I'm an American and I like the advertisement. Great marketing Absolut. It's funny, socially smart and on the money. It's about time someone recognized that hispanic culture is more than just Mexico. I will now drink more Absolut!

[jim]

I'm sure that traitor Obama is fine with anti-American ads like this.

[Hugh]

I'd bet $100 that any Mexican or Mexican American in any one of the Southwest states would HATE to see it returned to Mexico. It would just become a corrupt sh!thole like the rest of Mexico outside of the resorts.

[JohnQPublic]

Absolut Rotgut! Good riddance.

[We need G.C. Scott]

Don't fret too much ladies and gents. Absolut,being a Swedish co., can't risk upsetting their own immigrant population (which is currently overrunning cities such as Malmo,much to the dismay of authorities) by running similar ads addressing such domestic social ills.

[David]

"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??

[chris]

My great-grandmother was native american and I wonder what SHE would think?

The European Spaniards wiped out the Aztecs and Incans and stole their land and the Northern Europeans English and French wiped out the more northerly Natives.

Mexico stole its land and Canada stole its land and America stole its land after killing most of the original people. Mexican people, blood is on your hands as well as our hands and we both should be asking forgiveness of the tiny % of real Americans left in Mexico and on their poor reservations up here.

The only thing dumber then this ad was the Treaty of Tordesillas.

[Guy]

This schenario would be far from perfect. Had mexico controlled the western terretories it would be undeveloped and strewn with garbage instead of the flourishing breadbasket and entertainment capital of the world. Mexico is a veritable wasteland due to corruption and mismanagement.

[We need G.C. Scott]

Don't fret too much ladies and gents. Absolut,being a Swedish co., can't risk upsetting their own immigrant population (which is currently overrunning cities such as Malmo,much to the dismay of authorities) by running similar ads addressing such domestic social ills.

[Vladdy Dmitriov]

Second rate vodka for a second rate country.

[Paul]

"Alta" California only had around 5,000 Mexicans living in it at the time of the Mexican-American War. Mexico's government was going through divisions at the time and the people of Mexico didn't really care about defending "Alta" California that much. Generals were having a hard time recruiting volunteers to defend the areas. They even sold us a piece (Gadsen Purchase) a few years after the war for around 10 million dollars. This call for the return of stolen lands comes from pseudo-nationalists, racists, and socialists.

[gary]

Two things. First, regardless of it's size it would still be totally corrupt and poor. Second, there would still be a flood of illeagles pouring in to the U.S.

Shame, I really like the Mandrin flavor.

[Ray Martinez]

“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.

This idiot, Favio Ucedo believes that Americans living in other parts of the country other than the "Mexican Territories" don't have a sense of history and are not smart enough to understand how the annexation of this territory came about! well I live in New England and I have enough education to know our contry's history

[NoSePuede]

Count me in as another lost customer. Also visit their site at www.absolut.com and send them a message letting them know how you feel.

[Evan]

If you guys feel this strongly over a vodka ad, then you obviously need a shot or two of it more than any Mexican does. Lighten up! WE got the land, THEY got a vodka ad.. What is everyone really upset about?

[Gilbert with NV2D]

I'll stick to good old American bourbon. By the way, I know Harry Reid sucks, but why leave out Nevada from the list?

[Bobarian]

If we could manage to trick Mexico into taking California back, that wouldn't be such a bad thing.

But Stoli is way better than Absolut crap.

[Jack]

Never again willI drink Abolute Vodka. This ad campaign tells me they would rather sell it to mexicans than people like me. What mexican can afford absolute vodka anyhow? Most mexican come up here to the US to make purchases anyhow. Great job absolute vodka! Watch Grey Goose sales go up now.

[David Ortiz]

I will never buy Absolut's products again.

[C ODell]

"As most people living in so cal, with relatives in san jose, new mexico, mexico and across the nation already know that this is OUR nation.SALUD!"

No no friend...return to school. It WAS your land is now ours from here on out. Your simply visiting and can be sent home at any time. Don't underestimate an angry populace on immigration, you're about to awaken a sleeping giant and find yourself right back to where you started. See how nicely what was once yours turned out under American ownership? Stop kidding yourself...you're living in the good ol USA and we don't give up territory like your countrymen. HURRAH!

[Tex]

Marxists and their Mexican lambs seem to think we STOLE the southwest from Mexico... we fought like hell for it and the Mexicans lost like the tyrant-following sheep they are. End of story.

[Art D]

At least they could have gotten the map right. Move the northern boundary down about 300 miles - Oregon and Idaho were not part of the handover

[Lost another drinker]

Sorry Absolut...you were a good friend, but your carelessness and disregard for what is right, in your pure pursuit of the almighty peso, will mean that I no longer enjoy your taste, or spend my dollars on your products.

Shame to see your product go down the sewer, but that is where it is being poured.....bye.bye...

[J.D.]

Just remember that history is written by those who win wars and the United States clearly won the war with Mexico. We hold the land now and will hold it into the forseeable future. Soon, all Americans will wake up to the reality that a defacto invasion force of illegal immigrants is taking place and must be turned back...

[Alfie]

Didn't Mexico once belong to Spain? Oh, I get it: THAT map is what they run in Spain (half the world belongs to Spain). They forgot to make the eastern seaboard and Canada British . . . OK, THAT map runs in Great Britain. Another third is French. - forgot that one. And Alaska goes back to the Russians.

Of course, the Americans attacked Monteal during the Revolutionary War . . . they wanted Canada . . . the map showing Canada as several more American states, maybe THAT will get the American consumer back. Now: How to win back the angry Canadians?

But . . . didn't it all belong to sovereign Indian tribes at one point? Which magazine to publish that in? From now on only Absolut will be served in the Casinos.

Dumb move.

[JB]

Why didn't they include our new territory in Iraq as part of the Estados Unidos de America?

[John]

Gotta love the Swedes and thier view of history and warfare. WWII was a struggle between good and evil if ever there was one. In this struggle between good and evil Sweden remined NEUTRAL. Enough said. Send the bikini team and keep your well-brand vodka.

[esco]

Americans, grow up. ''Oh we are not going to buy Absolut, Oh we will boycott'' That is the same way you idiots decided to boycott 'french fries' and 'french wine' I guess u showed them huh. Please...

[Vodka Lover]

I agree with T.bas it's not a case of the marketing campaign its a case of who would ever drink vodka that is of such low quality as absolut. I do have one disagreement, I feel all people should embrace true polish potato vodka but I'm willing to make a compromise here for the better good of all vodkas. So ladies and gentlemen if you drink vodka, remember, russian and polish vodka are the way to go. Also anyone who drinks something (or doesn't drink something) due to a marketing campaign is surely a fool, because the content of the liquor itself should be the best reason.