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

[H. Cantu]

Nonsense!! Mexico actually extended all the way to Panama. What an insult!! Please drink Tequila only...

[Tom Smith]

You people are nuts. Even after reading your comments I don't understand what is offensive about this ad. Do you have some sort of personal insecurity that makes you worried that, what, you're going to relive the Alamo or something. Then to think about boycotts along with your pointless irritation. Get a life.

[smitty]

Well have we had enough yet ??? Are we going to write our Senators and Congressmen and tell them to support the SAVE ACT and stop supporting and protecting ILLEGAL ALIENS in the U.S. Demand they stop their pandering and enforce our laws , we don't have to round up or deport millions , enforcing our laws will make them self deport ! Just look how well it works in Prince Willian Co. Va. , they're leaving in droves because nobodys PROTECTING them there !!!

[S. What]

Quit your whining, people. You're Americans - you have a right to do with your money what you please. The fact that Manifest Destiny and a war of aggression is what forced the 1848 treaty and the expansion of the U.S. border is simply that - a fact - one that isn't relevant according to our U.S. history classes. So what! Lets all go back to our oblivious existence and drink up. It's one of the things we do best! Trust me, Mexicans in Mexico are plenty more sophisticated in their thinking than most marketing campaigns give them credit for. Can we say the same about Americans? Turn on the tube and decide for yourself. As for those of you who feel betrayed or upset at the "invasion" of people into your country - get a life. Open your eyes to reality of global migration; Corporations do it, and it's only natural that people will follow suit. It's about economics.

[george washington]

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

[Bobc]

I contacted Absolut this morning, and suggest everyone that reads about this, do so.

But I must say, California and other States, brought this on themselves, with their lax attitude about illegal aliens and allowing them to have access to entitlements, education etc.

And San Francisco, you are breaking Federal law, by being a sanctuary!

[truty]

The Mexican ad agency that created this abortion talks about how they use "disruption" to sell products. What a stupid concept. Guess they may have to rethink this a bit eh?

[DesScorp]

It doesn't matter if it used to be Mexican territory. Its been a collection of American states for well over a century now. As I pointed out to Absolut's PR contacts, would they have dared run a similar ad in Greece, depicting much of modern-day Turkey as still within Greece's borders? The Turks would sure love that. Or how about a campaign in Russia, showing the old USSR borders intact? I'm sure Baltic countries and nations like Georgia, Ukraine, and Kazakhstan would just love that. How about a German campaign showing Germany's borders to include all of Hitler's Fortress Europe? Bottom line, in the age of the Internet, there's no way to "hide" an ad campaign from ANY audience. If you running a campaign insulting an entire nation, they're going to find out about it.

I will never use Absolut products again, and I've encouraged friends and family to take the same stance. I hope Abosolut's sales plunge to nothing in the United States. Let them try to make up for it in Mexico.

[Jenny Bea]

Why Absolut decided to offend one of it's biggest consumers is mind boggling. But if that's the way they do business, then we don't have to give them any.

Their advertising dept. if in SERIOUS need of a history lesson, here. But I think they're going to lose revenue on this, so they may not be able to afford to provide the lessons.

In speaking with the Absolute PR and Customer Service folks, they seem to have no problem with this and no intention of taking it down.

Nevermind the fact that in Mexico, probably 2% of the population could even AFFORD to drink Absolut, it's pretty expensive.

I think I'll have a Ketel One, later. (BTW, the new Palestine map on Michelle Malkin's site is about spit on. Perhaps Absolut can use it, it seems to fit with their agenda.)

[kitty]

Shameful and traitorous. Absolut, you have LOST me and probably most Americans as customers!

[b. owens]

They just lost me as a customer. We have enough racial division caused by their invasion of our country. Please don't rub it in our faces.