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

[RW]

The nation of Mexico's 3 major imports into the USA are poverty, criminals, and ignorance.

If they were to extend their Govt into the southwest, we can add corruption to the list.

Why go backward?

I salute the Hispanics that are good honest Americans.

Most I know want the American dream including my wife and her family.

It's not about race, it's about culture. And look at the results of both nations.

Absolut has lost my business. They would look to make money on the backs of those ideas that certainly bring violence and unnecessary suffering.

Good going. Now we have European interests looking to unravel the USA.

[Tom Grosch]

Why should a vodka company start a feud? They should rethink the ad.

[Fred]

I'll never drink Absolut again, and will tell my friends the same.

[JOHN]

I have the last laugh, I just switched from Absolut to Grey Goose!

ABOSLUT BOYCOT

[Tom Grosch]

Why should a vodka company start a feud? They should rethink the ad.

[frlv]

Anyone expect to see an ad (from any global brand) about a world without the USA? With a swastika over all over europe, a hammer & sickle over all of asia, and the only place where people vote in free elections in N America? Didn't think so. Like the ubiquitous "imbecile/loser male/father" in what seems like 75% of retail TV spots, advertisers show their laziness when they go for such an easy target as the most dominant member of a group. So bashing America (which this Absolut ad plainly is) and bashing men and the resulting boredom these tired old cliches induce will eventually subside when selling product once again becomes more important than making a thinly veiled left-leaning political statement. It can't happen soon enough.

[KJ]

The really bad part is:
We stole the part with the paved roads and grocery stores.

[ad guy]

The Mexican ad agency in question is a part of the TBWA worldwide ad congolmerate, and "disruption" is a theme of the entire company, not just the Mexican market. Apple computer is also handled by TBWA, as well as Nissan, Adidas, McDonalds, and Playstation among others. The whole point is to push conventions. This will sell more Vodka in Mexico, almost assuredly. What they should have thought of, however, is the American backlash, which I'm sure is a bigger market. Once upona time, a billboard in Mexico wouldn never have been a blip on the radar here, but not anymore.

[18 minutes]

The Mexicans should stop complaining, if they hadn't fallen asleep on the battlefield, the Battle of San Jacinto might have lasted longer than 18 minutes.
I'm not going to boycott Absolut because I already don't drink crappy vodka.

[Mike]

Absolut, you will pay dearly for this in sales.
But thanks for getting a whole lot of Americans mad as hell. Maybe now we can get around to kicking out all the illegals.

[me]

Never touching Absolut again!

[AB]

hey, they're Swedish.....what do you expect?

[cyras]

NO GOOD!! that's about the quality of the vodka and the add. Someone said it's expensive. Since when? It tastes horrible. I don't know anyone who drinks it. Good luck south of the border. Do you sell it in Sweden with a map of Sweden including Norway? Just curious here.

[euroamerican???]

It is kind of funny when people with names like jorge rodriguez (a spanish surname) talk about europeans stealing the land. Mexico was stolen by the Conquistadors from the indigenous population. Maybe jorge and the rest of us europeans can get a group price for tickets back to the home country.

[Steve G]

Mexico can have California and Arizona for all I care, but they must take Senora Pelosi and Senor Reid with the deal.

Also,
Absolut tastes like ass; I would sooner drink Listerine.

[JR]

So, "in an Absolut world" the illegals would have to travel an extra 1000 miles to sneak into America.. ??
Que lastima!!

[matt]

Absolut Vodka's ad campaign's usually make a tremendous geo-political impact on borders and countries.

get real people; this is just a silly ad for vodka

[cls]

I love the ad. Creative genius -- and it's just that -- an ad you morons. Get a life, please!!

[Hector]

Wow. Add me to the list of people who USED TO be a regular Absolut purchaser. No more. Nice Job blowing the American market for your hooch.

[Americano]

A bigger Mexico???? More crossing the border into the NorthEast? A bigger Mexico will be a bigger poorer country. Say you make it al Mexico, all the way from Florida to Maine, then the eskimos will have a really hard time.

[Steve]

Contact your Congressmen, begin a movement to ban Absolut products from our country. Or...
Take the Muslim example, have all swedish imports banned for insulting our culture

[Paul Veazey]

I personally find the less expensive American SKYY far better than Absolut and right up there with other, more expensive vodkas. SkYY also seems less likely than most to give me a headache when I've had a little too much.

In any case, I'm not drinking another drop of Absolut, even if nothing else is available.

[Maurice]

Jorge Rodriguez,

So I'm guessing you have no european ancestry? Because Spain colonized Mexico and subjugated the indiginous peoples their, really Mexico is as much a Euro culture as anything north of the Rio Grande.

BTW, what would you all do with that land back? Turn it into a lovely festering cesspool of crime, corruption, pollution and unemployment like the rest of Mexico? It's a sad commentary on that pathetic third world country when the biggest source of income comes from illegal aliens working here in America and sending money back home to their impoverished relatives in Mexico.

[Brad]

This is disgusting. I live in Arizona, and we have enough problems of border security without other countries trying to make jokes of it.

Glad Absolut has next to no power anywhere. i hope and pray that they didn't take a plan from Mexico and just put their bottle on top.

my friends and i try our damnedest to get more people to get tighter on border security, but the left wingers think " oh no, their just immigrants" and let them flow in. Christ i may as well move up north, no one seems to care about borders, it's just a joke to others, and the liberals that are trying to take over.

[WTH]

ABSOLUT BOYCOTT.

[K. West]

The USA is rapidly becoming a third world socialist nation like Mexico even without illegal aliens, so color the whole dam thing green.

[Texas Pete]

Well, Absolut has lost another customer here.

As a Texan, this ad is complete bovine fecal matter. Read up on history; Texas was a nation before 1848. In addition, it is asinie to think that the Southwest would somehow be better off if it was still in Mexican control. Mexico (despite being a populous country with tremendous natural resources) is a 3rd world dump. Anyone living in the Southwest should thank their lucky stars that they live in the US (I know I do) and not Mexico.

[Chris Donaldson]

Yes, an if you ask Native American, they would say that the Spanish were conquerors and it should not even include Mexico as belonging to anyone but Native Americans. Where does it all end.

I don't blame Mexicans for wanting to come to the United States. Who'd want to live in Mexico with its corruptions, pollution and third world culture. It is a shame, too. Because the country has all the natural resources and hard working people to make it a modern, civilized country. But when your whole culture is based on bribery and graft, you would be embarrassed, too.

[Ziggy]

I absolutely will not ever touch another drop of Absolut again. I will make sure that this news gets to my favorite bars, to my friends and I am sure that this foolish attempt at selling more booze south of the "TRUE AMERICAN BOARDER" will cost the Swedish vodka maker Absolut, very dearly. In turn, the revenue to the Swedish government's coffers will suffer as well...as it should. Santa Anna be damned.

[H Croas]

So what, who cares,, drink up!!!!

[Mike stamenson]

Just for sake of conversation, let's say 'grengos" had't "Stole your land, then southwest of th usa could have been just like a Mexico!!!!!! what a great idea that would be

Just a lagrer piece of land that lives in poverty and coruption
and where would all you folks who "Just want better life go!!! I will never buy and Absolute, never

[TGintheOC]

By Mero Chingon...

"We've been home for hundreds of years and we'll be here for another hundred at least. SALUD!"

This isn't your home and never was esse. This land was occupied by the American Indian. The only reason a few of you may have wandered up here was to carry the luggage for your Spanish (read European) overlords, who were up here poking around.

If you would have come up here to live without your Spanish overlords protecting your silly butts, my Apache ancestors would have scalped you, Holmes.

[Tiredothenonesense]

Absolut was my vodka of choice. Not anymore. BTW many Mexicans participated in the liberation of Texas and were very pleased with the liberation of California as well. Santa Anna was a ruthless elitist dictator and hated by the Mexican citizens living in El Norte.

[Pancho Villa]

"its just an ad. stop being so over analitical. that what fools do, thier just trying to sell some vodka. I would by it but i enjoy a more expensive brand. fools,. freedom of speech is amazing... keep yapping"

The ironing is delicious.

[Mark]

I drink a lot of Vodka Tonics in the summertime, so refreshing. But Absolut has lost me as a customer. They will lose more sales in America than they'll gain in Mexico. What a bonehead ad !! Someone should lose their job over this.

[Vink]

Bye-bye Absolut - hello Russian Vodka.

[AD]

Sure we could give it back to them, but they would screw it up, just like they did with the rest of their country.

[Yves]

Why don't they do one of Israel and see how that goes over? Absolut Gaza. These ad "geniuses" think they're way too smart for their own good. Divisive and unnecessarily incendiary!

[roro]

Awesome ad!
They stole our territory, you read correctly STOLE!

That ads only makes justice.

[Anonomous]

Good thing Jackson slaughtered anyone who had a chance to make the U.S. map look even close to that. I absolutly will not buy absolut.

[Kim]

It's quite simple. I am an American, I love my country and thus I will never buy nor drink Absolut vodka ever again.

[Steve, New York NY]

As an American my initial reaction to this was anger. Then it dawned on me that if enough of us get angry maybe we'll see our immigration laws enforced. So thanks, Absolut!

[federalism]

Like they said in 1835 "Come and Take It"

[T.bas]

The real issue here should be the poor overall quality of Absolut vodka. Who drinks that crap anyways? What people should be drinking is real Russian vodka (Russian Standard, Imperia, etc.) BTW, California was an independent republic for a few months as well before joining the rest of the US...imagine what it would be like had it stayed that way???

[mero chingon]

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. El norte has opened up opportunities for my hard working family and as much as gueros want us gone, people don't leave their homes for any reason other than being repossessed by the bank. We've been home for hundreds of years and we'll be here for another hundred at least. SALUD!

[Remember San Jacinto]

Just for the record, Texas was independent of Mexico from 1836 on. It was not part of the land "purchased" from Mexico in the Treaty of Guadalupe Hidalgo in 1848. I say "purchased" because the money given Mexico in that Treaty was nothing more than a gift. The US occupied the Mexican capitol and could have dictated whatever terms it wanted, and the Mexicans would have had to consent.

You can argue all you want about whether it was "fair" or a "war of agression." It is fairly summarized as the Mexican government, refusing to acknowlede their ass-kicking in Texas or the independence of Texas (which had by then joined the United States voluntarily), attempted to re-occupy southern Texas, and was rebuffed by local Texas militias and the United States Army. Refusing to give up their claim and threatening additional invasions, the United States Army did what it does best and kicked the Mexican Army's ass all the way back to Mexico City, occupying the Mexican captiol after a series of small but fierce battles (both overland from Texas and inland from the port at Vera Cruz). With their army destroyed, their capitol and largest port occupied, and the population centers of California also occupied by Americans, Mexico did the sensible thing and sued for peace. As a result, the United States gained much of what is now the Southwest US.

The US didn't need to "purchase" that land. It had won it fair and square according to the rules of the day.

Look it up...

[Mike Parish]

I know what Vodka I absolutely will not be buying. Actions have consequences.

[Jorge Rodriguez]

Actually, the whole EU (US) should be dotted green with the Southwest closer to solid green. This is the real Moctezuma's revenge. Get used to it EuroAmericans!!!

[Matthew]

I'm all for free speech and irreverent advertising, but to show my home now part of another country in an Ablsout (perfect) world is offensive. Regardless, they have absolutely no idea what is important to non-illegal Californians, which are still the majority. I won't be buying Absolut ever again.

Also addressing one of the comments here as to the sophistication of Mexicans in general.... you must be referring to the miniscule fraction of the DF elite who are strictly from European ancestry. Yes they are sophisticated, but the masses are still asses.

[tedgrant]

absolut could only run an ad like this against the USA, cause most americans dont care that we stole the land from mexico. running an ad like this regarding greece or the ussr or palestine as anothe post stated would cause street protests and flag burnings in the offended countries. hell yea the usa stole the land and hell yea its getting reconquered. deal with the reality and move on. Im thinking of moving to mexico and taking up some of the prime beach realestate mexicans are leaving to come norte.