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

[T. Bennett]

You people that voted to never drink this are idiots. Its a commercial!! And its shown in Mexico. Again, let me re-itterate...or for those of you that dont understand that........let me say it again.....its a commercial shown in Mexico. Marketing 101 says to target the consumer. So, if this is show in Mexico, what would Absolut care about what we here in US think? They dont. Also, you need to learn to comment on the issue at hand. I have read some great commentaries both pro and con on this commercial, and then there are some that seem to think this is a forum just to voice their opinion...which is pretty much idiotic. Learn to be smart...keep your stupid thoughts to yourself. You know who you are. This is a great ad. From an advertiser point, why not?

[Jane]

When Latinos, mainly Mexicans, say that they didn't cross the border, the border crossed them, what do they mean? The Mexicans aka Aztecs created their empire in Central Mexico and below. The Aztecs were not in the southwestern United States until the Spanish conquered that territory in the 15th and 16th centuries. Mexico City was built on top of Tenochtitlan, the Aztec capital.

The Aztec gods told the Aztecs to create their home where the eagle was sitting on a cactus eating a snake. (The symbol on the Mexican flag is symbolic of the message from the gods.) The Aztecs saw an eagle sitting on a cactus eating a snake in the middle of Lake Texcoco, so that is where the Aztecs built their homeland. The Aztec capital was Tenochtitlan, which is where Mexico City was built after the Spanish drained Lake Texcoco. The Aztec Empire stretched from as far north as Tenochtitlan/Mexico City to as far south as the Yucatan Peninsula. The Aztec empire did NOT include the southwestern United States.

The Aztecs were very abusive and brutal to their neighbors. They cut the heart out of their enemies and/or made slaves of their enemies, so when the Spanish arrived in Tenochtitlan in 1519, the Aztec neighbors/enemies helped the Spanish defeat the Aztecs.

The Spanish also claimed territory in what is now part of the southwestern United States. When Mexico gained its independence from Spain, in 1821, then Mexico claimed the territory that Spain had controlled in the southwestern United States.

The Mexican government treated the people in the southwestern United States so badly that Texas seceded in 1836. (The Mexican government hasn’t changed in over 150 years.) The US went to war with Mexico in 1846 and gained the territories of the southwestern United States in 1848, through the Treaty of Guadalupe Hidalgo (which Mexico signed). The US also paid Mexico $15 million dollars for the territory.

Mexico controlled the territory of the southwestern United States for 25 years (1821-1846). Spain controlled the territory for over 300 years and the US has controlled the territory for 150 years, so why does Mexico think it is entitled to the southwestern United States?

If the US gave the southwestern United States to Mexico, the Louisiana Purchase to the French, the colonies to England, and Alaska to the Russians, then the US would no longer exist. Where would the Mexicans go for jobs, money, and an education? Without the US the Germans would probably have won WWII, and we would all be speaking German.

If Mexico controlled the southwestern United States, then the southwestern states would be part of a third world country and Mexicans would be crossing the Montana and Washington borders to enter the US.

Mexico has no more of a claim to the southwestern United States than the French do to the territory of the Louisiana Purchase or the British do to the colonies.
Why don’t Mexicans do more to fix Mexico? Mexico is one of the three top oil exporters to the US, and has more natural resources than any country in the world, so why is Mexico so poor? Why do so many Mexicans come to the US and demand rights that they would never demand in Mexico? Why do the Mexicans think they are entitled to the southwestern United States?

[James Wen]

To Big Ed, right on brother! I don't need these Mexicans telling us we are immigrants. We know that, America's strength is being a country of immigrants. Mexicans certainly have no more right to this land than any other human. I had sympathy for Mexicans and wanted them to share the dream of this country. But what all this has shown is that it looks like the majority of Mexicans are just plain out-of-control racists. If you think bullying whites is going to get you anyplace, think again. It is all colors and creeds of this nation you are offending now. I've personally began being totally against any Mexican immigration, legal or otherwise, until your culture comes into the 21st century.. or even the 20th century! All you have done is created a backlash, congratulations. If they started deporting bus loads of Mexicans tomorrow I'd be there with the Good Riddance signs. The point is we are a country of immigrants, but that doesn't mean we need trash like you!

[AbsolutSwedish]

It's just sad...
To all of you generalizing, thinking this was some kind of referendum leading to this ad. I pitty all of you that so desperately try to come up with facts on how things are in Sweden, like if the Russians or muslim countries will conquer Europe in 30 years, as someone wrote. Sharp. Really sharp. Or simply untaught and ignorant. What YOU do with this whole discussion is just showing a lot (all of you posting) of Americans lack self-distance and humor.

For all of you saying Scandinavia should go back to what it looked like before; Norway having Sweden, Finland, Denmark, Western Russia and parts of the Baltic States - during the 13th century, Norway was part of Sweden, from the 14th century, Sweden, Norway, Iceland and Denmark was in a union, Sweden being the head of the nation, until wars during the 15th and 16th century split the countries up. During the 17th century, Sweden was one of Europe's biggest countries with all of Finland, mid-Norway and parts of the Baltic countries. It ended 1720 after Karl XII had gone after Russia, and 1809, Sweden has to give up Finland to Russia. And so on and so forth.
All of this happening when the natives of America still roamed the land, and "no one" even knew it existed.

Please, it's a commercial. Grow up.

[Bill]

For a long time now I have been asking the question what Mexico or maybe just the state of Sonora would be like if it had become part of the United States?

Chances are that it would be just as prosperous and 'first world' as the rest of America NORTE.

On the other hand, what would California, Arizona, Utah, New Mexico etc. be like if those sates were part of Mexico?

Just as 'Mexican' and corrupt, is my guess.

Talk about an Absolut nightmare!

[JJ]

Al Apeno, gosh you sound so intelligent. Look how you write. "Fat white people"? Maybe you are just a "fat lazy Mexican", you like that better? Theft of land, you say? I bet if we go back in history your own people stole some land from some other people. I.e., Ye without sin, cast the first stone. Ironic that Mexicans are catholics and yet they are so hateful and bigoted. Al Apeno, I suggest you go to church! Anyway, you racist Mexicans just keep it up, don't think that the multi-ethnic America isn't picking up on your true colors. This is all a wake-up call, congratulations.

[John]

The Southwest actually was originally settled by the indigenous indians of the Southwest and not Mexico. These are the only folks that may have had a right to reclaim the land. The navajos and other tribes still live in the Southwest and I doubt they would like to be absorbed by the decendents of the Aztecs of what is now Mexico.

[ROFLing]

"Even if we extended the border of Mexico to lets say Origan for instance'"

"Origan"....

PRICELESS...

[mexicansrracist]

I should have known that since this article is in the LA times that a million mexicans would come on here and write a bunch of educated crap. I mean LA might as well be Mexico. There are so many illegals living there already. They have scummed up California so much already. And after reading some of the comments that these mexicans have wrote here it seems that they are proud to be filthy mexicans. One guy on here actually wrote that they will fill the grand canyon with their trash. What is he proud of this? Your country (mexico) is disgusting. So what now you have to come here and make it digusting too. Its not enough that we support your lazy asses right? Why do you think we should treat you with any respect when you treat us americans with no respect at all? Its sick how you come here and wave around your flag. Why do you do that? I mean if you are so proud of your mexican flag and culture why dont you just go back to mexico? I cant belive that anyone would not find this ad repulsive! Its just another sign of what mexicans want to do to America. Can't you stupid people see this? Something needs to be done now about this! Also why are we always called fat and lazy? Are you kidding me? I have yet to see a skinny mexican. Every mexican i see is so fat. Its really disgusting. Sure alot of white people are fat. But take a look in the mirror, your culture lives on beans and grease and tortillas. You mexicans are all huge! Plus most mexicans i know dont work. I am sorry i am just calling it like i see it. I see them use their EBT card at the food store. Its sickening. Yes some mexicans work. Its the ones that come here for handouts and start gangs and sit around all day that i dont like. You make the hard working mexicand look bad. And you wonder why some white people dont like you. I would have no problem with you if you came here and showed respect and worked like americans have to.

[Farmer Bob]

"Mexico is an ally of the United States. " -- P. Price

Hah!

"Only bigots will be offended by this. The same low-bred hillbillies that were crowing about "freedom fries" a couple years ago. Fat white people afraid of every "dark" shadow they see." -- Al Apeno

On the other hand, only a bigot would write it.

"And it's true, and if there was any hope of getting El Norte to adhere to international law there would be a strong case in Mexico's hand to ask for reparations for the theft of that land." -- Al Apeno

Well, if you subtract the costs of the social services to the USA of making Mexico's illegal invaders warm and comfy, the losses to American workers in depressed wages, the costs in inflated prices to American consumers due to illegals demand for such goods as say, gasoline, I bet you owe us a refund. By the way, is it a violation of international law to encourage your ignorant peasants to invade a neighboring country?

[EUSEBIO MARES]

Vaya, al fin encontre un articulo que me haga sonreir en esta utopia en tan agitado dia!

Por favor señores, pido un poco de respeto.

Enojarse por una imagen la cual pudo haber sido posible de no haberse cometido una serie de tonterias por parte del gobierno mexicano de esos años?

Tenemos derecho a enojarnos nosotros, a recordar nuestra historia, a marchar llorando por todos aquellos que nos dieron la espalda y se marcharon a formar parte de la nueva nacion.

Me hace enojar que la riqueza este mal distribuida, que un niño muera de hambre, por enfermadad. Que en mexico tengamos a uno de los hombres mas ricos del mundo y nos de orgullo saberlo, sin meditar siquiera que somos tontos al no hacer nada para cambiarlo. Dice mi señor padre: hace falta un Pancho Villa que tome las armas para acabar con esto. Quiza no seas armas de fuego, sino ideologicas que son mas efectivas.

Ciegamente una publicidad los molesta.

pero ahora tendre que recopilar datos para un nuevo mapa en el cual figuren los carteles de droga, pasando por Colombia, Mexico hasta terminar en Oriente. Ese abarcara toda la nacion, cada rincon, cada escuela, cada calle y cada familia.

Saludos!

[B B]

THE FOLLOWING IMMIGRATION LAWS ARE PROPOSED...
>
> 1 There will be no special bilingual programs in the schools.
> * * * * * * * * * * * * * * * * * * * * * * * *
> 2. All ballots will be in this nation's language.
> * * * * * * * * * * * * * * * * * * * * * * * *
> 3.. All government business will be conducted in our language.
> * * * * * * * * * * * * * * * * * * * * * * * *
> 4. Non-residents will NOT have the right to vote no matter how long they are here.
> * * * * * * * * * * * * * * * * * * * * * * * *
> 5. Non-citizens will NEVER be able to hold political office.
> * * * * * * * * * * * * * * * * * * * * * * * *
> 6 Foreigners will not be a burden to the taxpayers. No welfare, no food stamps, no health care, or other government assistance programs. Any burden will be deported.
> * * * * * * * * * * * * * * * * * * * * * * * *
> 7. Foreigners can invest in this country, but it must be an amount at least equal to 40,000 times the daily minimum wage.
> * * * * * * * * * * * * * * * * * * * * * * * *
> 8. If foreigners come here and buy land... Options will be restricted. Certain parcels including waterfront property are reserved for citizens naturally born into this country.
> * * * * * * * * * * * * * * * * * * * * * * * *
> 9.. Foreigners may have no protests; no demonstrations, no waving of a foreign flag, no political organizing, no bad-mouthing our president or his policies. These will lead to deportation.
> * * * * * * * * * * * * * * * * * * * * * * * *
10. If you do come to this country illegally, you will be actively hunted &, when caught, sent to jail until your deportation can be arranged. All assets will be taken from you.

Harsh, you say?.......

The above laws are current immigration laws of MEXICO

I think they have something I say we follow their laws.
ABSOLUT ly

[andy]

Amazing how one little ad brings out all the insecurities.

Really now people it's an ad presented in Mexico, not the US.

We have ad's all day long on TV and print that should offend you. Viagra anyone? How about a cure for that STD that your partner has and you don't want?

America gladly takes it in the @ss all day long, so long as the person screwing has pink skin, blue eyes, smiles and says thank you when there done.

I for one prefer Grey Goose to Absolut, but since this ad has offended so many of my fellow Americans, I will give it a try.

After 5 screw drivers it all tastes the same anyways, kinda like that insecure, racist rhetoric we always here when it comes to our neighbor to the south.

[Shannon]

For those of you who say Americans are over reacting and should chill out, well news to you, this is actually happening. Mexicans have basically started a silent war and are slowly making their way into our cities, so when there are enough of them, they can basically overturn them and get what they want (health care, protection, our tax dollars etc....) Those that think this is just a funny ad have no respect for our country and as a member of the US ARMY, i find this ad disgusting. I am willing to fight for this country and keep these dirty people out who know nothing of freedom or pride. This ad created by Absolute is degrading America and what it stands for. I am sorry, I am not a fan of earning my fair income, paying the US government to protect me, and having it spent on wetbacks who think they can come here illegally. Its true, you would think that this is what the borders currently are.
Overall, this ad is in poor taste and only makes me more inclined to get these people out of here

[Paul Edwards]

I think its about time we repeat the war that took California from Mexico!

[Estrella]

PARA LOS RACISTAS Y LOS OFENDIDOS Y LOS QUE AMAMOS MEXICO.

QUE PASARIA SI MEXICO NO HUBIERA PERDIDO TODO ESTE TERRITORIO EN EL TRATADO DE GUADALUPE?
R:1. ESTADOS UNIDOS SERIA MENOS PODEROSO O LO MISMO, MENOS RICO Y....!!!!!!! TENDRIA MENOS DINERO PARA INVERTIR EN SUS ESTUPIDAS GUERRAS. SERIA UN PAIS MENOS ODIADO!
R:2 NO HABRIA RACISMO EN ESTE TERRITORIO.
LA LISTA SERIA ENOOOOOOOOOORME!

POR QUE 12 OOO OOO DE ILEGALES TRABAJAN EN ESTADOS UNIDOS? R: POR GANAR DINERO Y SOSTENER A SUS FAMILIAS. LAS PERSONAS SE MUEVEN A DONDE HAY TRABAJO. O A CASO PIENSAN QUE EL ESTILO DE VIDA ESTADOUNIDENSE ES ENVIDIABLE?

EL ESTADOUNIDENSE RACISTA (Y MUCHOS QUE NO LO SON) CREE TENER RAZONES VALIDAS PARA SENTIRSE ORGULLOSO DE SU PAIS. TIENEN UN SENTIMIENTO DE SUPERIORIDAD QUE LOS REBASA!
PERO EL SENTIMIENTO QUE SENTIMOS POR SER MEXICANOS NI SIQUIERA SE PUEDE DESCRIBIR DE TAN HERMOSO QUE ES. NUESTRO PAIS TIENE MUCHOS PROBLEMAS PERO.... GRACIAS A DIOS Y A NUESTRA HISTORIA, NO SOMOS UN PAIS BELICO!!!

ESTADOUNIDENSES: DE QUE SE OFENDEN!!! Y RECUERDEN QUE "LA HISTORIA NO OLVIDA". BUSQUEN EN SU HISTORIA Y SEGURO QUE AUN ASI SE SENTIRAN ORGULLOSON DE SU PAIS Y SEGUIRAN DICIENDO: "GOD BLESS OUR TROPS"

[don]

In An Absolut world there will be no ILLEGAL MEXICANS in the UNITED STATES OF America.

In an Absolut world — State of california wont be broke because of all these Illegal Mexicans ….. leeching on welfare…..

In an absolut world …….US borders would be closed for this illegal mexicans

In An Absolut world we should be able to shoot these illegal mexicans..NOW THATS SOMETHING TO DRINK FOR

[Randy Johnson]

wHY SO MUCH IDIOTIC PEOPLE here that are getting angry just because of an ad? stupid white people!!!!! look at me im white with a white name and i dont care big whoop d doo!!! I have never heard of half these white dumb people that are stupid just because the ad talks about Mexico getting California back you all of a sudden dont wanna drink absolut vodka that is just retarded!!!!!

[dtails]

Well Im sure the same ad could show several smaller central american countries that were conquered by the aztecs and various other mexican peoples and show those original borders in a perfect world. i think many people seem to forget that the indigeounous peoples of Mexico were great conquerers and expansionists finally they lost at there own game. Isnt that how all countries are formed. And besides would any of the Mexicans that now live here in USA want the same terrible environmental (i.e undrikable water horrible pollution and contamination)and 3rd world economic conditions here in California that are currently in Mexico. or would they rather have an abundance of work and oppurtunity. no way in hell the mexican government would have constructed the massive projects we have done to create the central valley farms. and that is now where a majority of Mexicans have Jobs here. I don't get offended by much and that ad for some reason struck a nerve.

[Teófilo Huerta]

A LA CONQUISTA DEL TERRITORIO VENDIDO

A decir por sus hábitos, sus ropas y sus gustos, hay hombres en esta tierra (al menos en este territorio para unos con figura de cuerno retorcido) que viven en la abundancia, sin embargo otros padecen inseguridad, dolor, miseria.

Estos últimos se ven impresionados por el avance tecnológico del país vecino, por su libertinaje y lujo y, sobre todo, por el imán del papel verde que sin modificar su tamaño crece continuamente con respecto al insignificante peso del peso.

Esta es la historia de un hombre de cuarenta años, uno más que se atrevió a cruzar la frontera norte. Y el atrevimiento no fue tanto porque padeciera las inclemencias del desierto, la amenaza del río, el peligro de ser cazado como un pato por los minuteman, o apresado por los policías, no que va, si él pasó tranquilito por las aduanas aeroportuarias como todo un ejecutivo, el atrevimiento radicó en la locura de su objetivo.

Su viaje pues, lo tomó como una aventura, pero no para ir por las promesas de Las Vegas y retornar con los bolsillos cargados de valiosas monedas. Antonio, nuestro hombre, buen mozo, robusto, ingeniero, se fue a una aventura realmente conmovedora igual que alucinante: reconquistar el territorio que un día Santa Ana vendiera por lo que risiblemente hoy serían simples centavos.

Para esto Antonio nada dijo a nadie. Bueno, inventó un par de historias acerca de una oferta de trabajo o de tener los suficientes ahorros como para darse un tour por las diferentes citys del norte. Pero a nadie, ni de broma, le dijo que su verdadera intención era aumentar el tamaño del territorio nacional.

La idea le surgió en una de esas veladas entre profesionistas de su área, cuando un grupito con copa en mano se puso a opinar con ambiciones políticas de la situación económica del país, que el desempleo, que la inflación, que la sucesión presidencial, en fin, hasta que alguien le echó la culpa de todos los males al poderoso vecino del norte y entonces no faltó quien recordara las continuas intervenciones que dicho vecino ha tenido en nuestro territorio, a tal grado de habernos quitado parte de él. La discusión, como todas las precedidas por el alcohol, se dividió, y algunos recriminaron la posición del vecino poderoso, otros criticaron la flaqueza del gobierno que vendió parte del suelo patrio y algunos que, incluso, opinaron que esa había sido una medida ejemplar que ante la actual deuda debía ser nuevamente tomada y que mejor sería ir aprendiendo el inglés para no sufrir como los latinoamericanos que viven en el sur de los Iunaited Estéis.

Fue este último comentario el que retumbó en la cabeza de Antonio, con su copa también pero sólo para confundir a los colegas, más cola que brandy para mantenerse fuera de los posteriores pesares de la cruda. En esos instantes pensó en la defensa del territorio propio, en los símbolos patrios, en los héroes masacrados, en los hombres frágiles, cobardes y corruptos y pensó también en los miles de mexicanos desterrados, los más por falta de expectativas y dineros, y también en los demás latinoamericanos que han hecho de la nación más poderosa del mundo, una de las más interraciales, donde blancos, negros, orientales y ahora latinos se disputan la supremacía.

¿Minoría la latinoamericana?, se preguntó Ernesto, ¡vamos a ver!, amenazó y desde ese momento, lleno de rabia y seguridad en sí mismo, se dispuso a concretar su plan, sin sentirse héroe “porque la época ya no está para eso”. Así tomo Antonio la firme decisión de reconquistar el territorio vendido.

La misma noche de la fiesta, ya en su casa, se desveló fraguando una y mil veces esa idea nacida de pronto pero llena de justicia. Tan pronto como amaneció, y tras de delegar funciones en su bufete, se contactó con estudiosos de la política, se metió horas y horas en la hemeroteca para consultar declaraciones de líderes chicanos, leyó libros históricos, se involucró en las estrategias militares desde Santa Ana hasta Villa, adquirió mapas y guías para compenetrarse en la geografía del lugar y tras de varias semanas, compró su boleto, hizo una pequeña maleta y voló.

Su destino elegido fue Los Ángeles. El aspecto de Toño era realmente sintomático de algo, aunque nadie adivinara de qué, no podía pasar inadvertido ante los ojos de los demás, llevaba una vestimenta totalmente folclórica, pretendidamente mexicana pero sinceramente ridícula. Su atuendo era una mezcla de jarocho, tapatío y quién sabe qué más. Paliacate al cuello, guayabera, chamarra de gamuza y sombrero de charro que terminó por cambiar por uno de norteño.

El tipo era realmente agradable, su fisonomía no despertó la más mínima sospecha entre los aduaneros de ambos países, las sobrecargos de la línea aérea se divirtieron atendiéndolo y a no ser por su enorme conciencia política (nacida de la noche a la mañana pero al fin y al cabo conciencia) podría haberse dejado mimar y dar un giro a sus inolvidables vacaciones.

Por supuesto que Antonio era tranquilo, en su cabeza no tenía la mínima intención de preparar una guerrilla, acaso una pacifilla. Tampoco tenía ambiciones políticas, ni quería ser un nuevo líder, todo pretendía hacerlo como en un hábil juego de ajedrez.

Cerró los ojos durante el vuelo y durmió. Y el viaje se convirtió en una estancia permanente. Primero se acomodó plácidamente en un hotel y como ermitaño comenzó a tejer su estrategia. Sacó su as bajo la manga, es decir sus recursos bien resguardados y sus proyectos de inversión, además por supuesto de sus conocimientos informáticos.

Pudo haberse convertido hasta en un competidor de Billy Gates, pero si bien desarrolló interesantes y novedosos programas, su objetivo no era acaparar un sólo campo, más bien su mayor creatividad aplicarla a sus estratégicos movimientos.

Se ganó la confianza de medianos empresarios, se asoció con ellos e inyectó grandes capitales. Para despistar al enemigo y sin renunciar a su nacionalidad, tomó la ciudadanía norteamericana y así dejó de ser un simple socio e invirtió en la bolsa de valores y muy subterráneamente poco a poco se fue adueñando de negocios y grandes firmas, naturalmente de informática, pero lo mismo de pan de caja que de tequila, de bancos que de restaurantes y agencias de viaje. Comercial y financieramente se apoderó de California y después de Nuevo México, Arizona y Texas. Su nueva residencia, modesta de todos modos, la trasladó a Phoenix.

A la par de su estrategia comercial avanzó con la social, sorprendentemente para los capitalistas no descuidó los derechos de los trabajadores y se ganó también la simpatía de sus connacionales.

Como en un juego de turista se jugaba la suerte, manejaba el dinero y compraba a diestra y siniestra hoteles, bancos, bares y cuanto su chequera pudiera cubrir.

Con este escenario ideal, Antonio comenzó la segunda parte de su plan, el más difícil y contradictorio desde su posición social: concientizar. A través de los sindicatos, de las comunidades de mexicanos y otros grupos organizó eventos sociales y culturales en los que hábilmente dejó escurrir sus ideas de repatriación con todo y territorios, que qué bueno sería, que era un ideal pero que sonaba bien, que tarde o temprano eso sucedería. Pero sus atentos escuchas solamente avalaban la parte idealista y cofraternizaban con él, no más, ninguna idea adicional, ningún por qué no lo hacemos, por qué no lo llevamos a la práctica.

De un golpe todo su paulatino plan, aquél que surgió una noche bohemia, ese fraguado lenta pero seguramente, jornada tras jornada bajo el disfraz del próspero empresario, se le venía abajo. Él mismo se desmoronaba, tanta inversión monetaria y en tiempo y de pronto su argumentación parecía (era) ridícula, ineficaz, sin resonancia. No adivinaba que los mexicanos trasterrados obedecían a otras leyes ya no digamos de la economía o de la política, sino de la simple razón.

Contuvo el enojo y esquivó la frustración, finalmente era tesonero. No presionó y continuó con sus reuniones y cursos sin insistir en el tema. Mejor sondeó personalidades, tenía que encontrar almas gemelas que le sirvieran de intermediarios.

Para esto pasaron años, pero él firme, sin compromisos sentimentales ni adaptación real a la vida norteamericana. Su idea era un credo. Más allá de los satisfactores que le rodeaban el no podría traicionarse a sí mismo y renunciar a su locuaz proyecto. En lo material ese plan le había salido prácticamente perfecto, pero se percataba que la voluntad humana era la más difícil de manejar.

Por increíble que parezca sí encontró esas almas gemelas, sobre todo en aquellos cuya permanencia en el país vecino era incierta y desoladora, con expectativas truncadas y con un futuro incierto. Esos peculiares inmigrantes ilegales se convirtieron en su ejército.

Bastaba con tener empatía con el resto de mexicanos arraigados o indiferentes, ya no era fundamental aleccionarlos, contaba con algunos buenos (e ilusos) estrategas y así retomó convencido su discurso y lo proclamó primero en nutridas juntas, después ya en algunos espacios abiertos por barrios hasta convocar a un primer mitin bastante concurrido.

Naturalmente su discurso se tiñó de proclamas por la defensa de los valores y los derechos de los migrantes. En ello nada de nuevo había sino la singular condición empresarial del proclamante. Eso para algunos despertó sospechas, para muchos otros desconfianza. No obstante, el buen Antonio repitió su discurso en varios puntos de California, Arizona, Texas. Llenó plazas y comenzó a despertar inquietudes en los gobernantes no tanto por el fondo de su discurso sino por el movimiento social que generaba.

Los grupos migrantes aprovecharon las numerosas asambleas para reivindicar sus derechos y exigir igualdad, los indocumentados para pedir consideración y respeto.

Ya en pleno dominio de sí le salió la casta de auténtico orador y enumeró desde los héroes de la Independencia, pasando por Juárez y Vasconcelos hasta mencionar a contemporáneas figuras del movimiento chicano. Arrancó gritos de las multitudes y hondeo el lábaro patrio, subrayó la esencia de nombres castizos que una gran cantidad de ciudades conservaban. Fue así como abiertamente expresó el reencuentro de esos territorios con la nación azteca. Pero entonces los coros no fueron iguales. Sí, sentimos una pertenencia al lado de allá que dejamos pero si salimos fue por mucha inoperancia gubernamental, decían algunos. Somos mexicanos pero de acá, decían otros. Por eso somos orgullosamente chicanos, pronunciaban los demás. Mejor gringuitos morenos que mexicanos hambrientos se atrevían a señalar algunas voces.

Ya ante las masas, líderes, gobernantes y periodistas, Antonio no tuvo el menor rubor en declarar sus intenciones. Preocupó por su retórica más que por su eficacia y comenzó a resentir presiones en sus empresas pero no se arredró.

Argumentaba convencido que la economía de esos estados ya les pertenecía y ni que decir de la cultura. Pero entonces comenzó la deserción. Cómo sería posible ser administrados por el gobierno de su nativo país, sí pero que no garantizaba absolutamente un futuro certero. Y Toño insistía en que la solidez económica de los estados les permitiría una solidez política y una auténtica soberanía.

El descaro fue querer venderle la idea al presidente de México, le ofreció incluso de su bolsillo recursos para que ofertara por la compra. Igualito que el territorio dejó de ser nuestro por una vaguedad de antiquísimos pesos, hoy se podrían ofrecer millones de dólares por recuperarlo. Por supuesto la presidencia hizo caso omiso del asunto.

Total que nuestro hombre cimbró el sur de la nación más poderosa. Con la polarización de criterios pero algunos grupos le eran fiel, otros reticentes pero con la bandera de los migrantes, algunos más pensaron que la idea podía tener cierta lógica si en lugar de retornar los territorios pudiese gestarse un movimiento independentista de toda esa región y crear un nuevo país: Hispania o Hispamérica, como el título de una revista. Esta idea entusiasmó incluso a los demás inmigrantes del caribe, Centroamérica y cono sur. Otros líderes con esa corriente comenzaron a surgir y esos sí a poner nerviosos a los gobernadores y al propio presidente norteamericano.

Muchísimos más se oponían y juraban fidelidad a la nación de las barrras y las estrellas, ni que decir de los anglosajones que casi sintiéndose minoría comenzaron a organizar grupos defensores y a hacer también alusión a su historia y la lucha que representó la unión que ahora un trastornado pretendía fracturar.

Plazas y calles de pueblos y ciudades se inundaron de exacerbaciones nacionales, unos enarbolaban la bandera mexicana, otros la americana y los partidarios de Hispamérica inventaron una nueva.

La embajada y consulados mexicanos ni tardos ni perezosos se deslindaron del nativo mexicano y fijaron su posición de respeto a los Estados Unidos.

Bajo ese panorama y no sólo por su papel de agitador, inteligente y mañosamente a Toño se le fincaron graves conexiones con rebeldes y terroristas y le sembraron armas en su domicilio. Con esos cargos fue a dar tras los barrotes y él pensó que eso le daría fortaleza y podría desde prisión continuar con sus planes, la parte heroica lo comenzaba a perder.

Recibió consejos de sus familiares (lejanos, pero tenía) colegas y amigos que no daban crédito en lo que había ido a parar. Lo reclamaban en su país, le pedían suavizara su posición y cediera para en breve obtener su libertad. Con oídos sordos en plena reclusión comenzó a aleccionar a los presos. Había cultivado sorprendentemente la motivación y la oratoria y convenció a la mayoría de sublevarse; las penosas condiciones intramuros permitían que los cerebros de sus pobladores fueran campo fértil para semejantes ocurrencias.

A pesar de los esfuerzos de sus allegados y abogados y cuando en ellos animaba la posibilidad de al menos una expulsión a su país de origen, todo fue en vano por la movilización que ya había generado e incluso con conexiones a otras prisiones en las que había indicios de rebelión y apoyo del narcotráfico. Antonio fue inclementemente juzgado por agitador social y condenado a la inyección letal.

Lo paradójico del asunto es que siendo amante del país de cuerno retorcido y a expensas de la ciudadanía norteamericana que un día tomó según por estrategia, el veredicto histórico fue el de “traición a la patria”...sí, a la que no sentía suya, de la que renegaba, a esa que le había robado kilómetros a su auténtica patria del sur y de la que un día cualquiera soñó desprenderle las tierras que pensaba justificadamente rescatables.

D.R. © 2006 Teófilo Huerta

[JB]

oh I forgot to mention..for those who think the US should be paying Mexico reparations for the war.

At the time of this war the US was actually the underdog. The Mexican Military was both larger and better trained than the US forces. Most of the US troops were untrained volunteers who came to the aide of their people in Texas and California when they were attacked.

So the US should be paying reparations to a country whose superior military (at the time) was defeated by a bunch of volunteers defending their homes?

And many of you also fail to realize that the US gives Mexico millions in aide every year and you want reparations?

Wake up...get a clue...and stop whining

[Teófilo Huerta]

Me parece genial la campaña.
Muy a propósito del asunto les invito a leer mi cuento "A la conquista del territorio vendido" en http://cuentosteohm.blogspot.com/

[Absolut joke]

Damn it...Absolut gave away the plans for our revolution of 2020 when the first Latino president is elected.

Just kidding....don't freak out.

I like playing with the paranoia that our government feeds to it's citizens. We need to tell those Mexicans that are currently building the wall at the border to add a couple more feet up, just to be safe.

...and the undocumented Canadians living in the US, to start building a wall in the North.

[Tuka]

Once upon a time, there was a boy called pancho, he had three chickens and was living in a small village where his stepfather was abusing of him, pancho left his house tired of his stepfather and start a new life caring his chickens, looking for his new home, pancho meets to steve who requested permission to care one of his chickens and pancho trust in him. They both were living in a small neighborhood and when pancho went to find some of food steve talked with one of his chickens (conspirancy...), so a day when pancho gets home see one of his chickens with the luggage ready to leave him... He didn't accept it and ask to the chicken to stay, nothing could stop the chicken who left pancho and went to steve's home!!!...

Pancho was angry and went to steve's home to take his chicken back but steve had every detail planned so kick the pancho's ass and keeps the chicken and as punish force to pancho to sell another chicken to him!!! So our friend pancho signs a document where accepts he's the owner just of the last chicken.

Of course steve could give a better future to the two chickens because he had inheritance from his stepfather (I still don't get why steve left his stepfather) while pancho, poor and weak ,still is holding the last chicken with enough problems. Currently pancho and steve are friends by agreement and now is pancho who's talking with the two chickens... ;)

I hate vodka, but tonight my tequila will be absolutly replaced.

Salud!

[Jessie]

After reading all these comments it feels like your on a "KKK" website and not the "LA Times". Man talk about Mexican bashing. This article went from a Swedish vodka article promotion in Mexico, to thrashing Mexicans. What do Mexicans have to do with the Swedish vodka company? It's hilarious how these KLANSMEN in denial have gone from past history which will remain history to illegal-immigration and now to thrashing and distorting a Mexican persons racial heritage and identity as decendents of more than 60 different Native American tribes including ones found in the United States. The "LA Times" should create an article about all these senseless comments that do nothing but promote hate and division among two neighboring countries who are allies. We need unity and not division in this country!

[L.A.A.G.]

I can't believe the stir that the silly ad has caused. So what's next? It's typical american to get upset over something like this ad and ignoring other bigger problems. How about getting upset over tha atrocities that the U.S. has inflicted almost all over the world? What does the slogan "SÍ SE PUEDE" have to do with the ad?

[rick dicola]

i wont ever drink abslout vodka again ...mexico needs to rebuild its own county with its own money...they have to start with an education system,they have to get an industrial revolution as we did ..they have to have guts as we did many many years ago....they have to put a stop to the drug trade and fill their jails with drug pedlers...they have to have a deep sense of religion in believing in jesus christ ...they have to rid themselves of a corrupt police organization ..they have to tap into the rich oil supplies they have on their land ...they are to stupid to realize they are alreaqdy one of the richest countries in the world but they are to ignorant and lazy to realize it ....all illegal mexicans who come into this country should be returned to mexico with the mexican government paying for it ...the illegal mexicans in this country have cost us millions if not billions of dollars in health care and education benefits

[parisartlover]

The Bluegrass of Kentucky has been overwhelmed by illegals and it is ruining our culture. We have a Mexican mafia here. This is what my Mexican friends tell me: The vast majority do not adapt to the civilized ways of American culture; they come from the most rural areas of Mexico and countries south of it: they chew more gum than a gum machine and it lands on our sidewalks, they spit anywhere they want, they oogle at American women, they loiter everywhere, are driving drunk, selling drugs, committing felonies and petty crimes, abuse our hospital and welfare systems, and lastly, don't bother to learn to speak English. These illegals want to just use and abuse, and take advantage of whatever they can! On Friday and Saturday nights the drunks are mostly Mexican. The drug culture is increasing thanks to the illegals.... it will only get worse unless every state passes laws as Arizona did regarding employing illegals.

We fought to make this country the success it is. Sure there are problems, but letting illegals come and stay here only enables and indulges a subculture which will only contribute to the eroding of our culture, language and traditions by demanding they be included.

I will not patronize any business which advertises in Spanish, for it just enables those who haven't make the effort to learn English. My own Mexican friends tell me that most illegals are too lazy and too uninterested in doing better: they want to work, get a paycheck and drink it away. And these are the kinds of immigrants we need?

We're facing tremendous economic challenges; the war is bankrupting us and the choice for president is between a greenhorn and a pathological, certified narcisist with an ego the size of the Grand Canyon. And these illegals are going to help our economy? It's just a burgeoning brown underclass that will create more problems than we've ever seen. If you work for $3/hour, how can you afford health insurance? How can you feed the six children you're going to have? It will only get worse, as they are soon to out number blacks. And we all know the percentage of fatherless drop outs, the percentage of incarcerated blacks, and the low percentage of college graduates compared to whites.

If we can't see the writing on the walls now, we're in for a hell of a social war.

[brecman]

Mexico is a hell hole that no one wants anyway! I think it's a great joke -- Mexico would spread their wonderful Poverty all over the south west. Hookers, drug addicts, you know, their elected officials!!

[CrisG]

Conquest is Absolut-ely Temporary.

Spain colonized Alta Baja, New Mexico, and Texas, subjugating indigenous peoples, who had their own history of conquest and peace.
The United States fought for their independence from England.
Mexico fought for independence from Spain, winning control of the same territories, keeping their thumb on the indigenous peoples as well.
Texas declared their independence from a corrupt Mexican government, leading the the Mexican-American War, which the United States won, gaining control of the current borders through concessions.
Who know if the U.S. will stand the test of time?
Or Mexico for that matter?

I am of Mexican descent, but I have no love for the Mexican government or the oligarchy that runs it.
California, Arizona, New Mexico, and Texas are better off NOT having been under the control of the corrupt Mexican government that endures to this day. That is why the US has a problem keeping people out, not in; keeping people in is Mexico's problem.

Land is not a toy on a playground that the "teacher" restores to its "rightful" owner after it's taken by the playground bully. Land must be fought for and held, or it will be lost. When diplomacy works, lives may be saved; but diplomacy has been duped by imperialism before, and it will be again.

The Absolut ad preys on a short-sighted, nationalistic, ingnorant fervor that pretends to suggest that Mexico's only chance for glory was robbed 150 years ago. One hopes that Mexicans would recognize the racism implied by this twisted view of history. The land did not define the potential of my ancestors, but the loss of the land is somehow supposed to explain why the Mexican government's boot is daily on the neck of Mexican indigenous peoples and on the necks of those Mexicans who don't live behind guarded iron gates.

Wake Up, MEXICO, to the enemy inside your own borders and fight for that freedom that is your potential !!

[Pancho Villa]

bueno, si no fuera por Mexico, my hierba nunca seria cortada.
mejor "yanquis", que llorones.
bato...

[Al Apeno]

Only bigots will be offended by this. The same low-bred hillbillies that were crowing about "freedom fries" a couple years ago. Fat white people afraid of every "dark" shadow they see.

And it's true, and if there was any hope of getting El Norte to adhere to international law there would be a strong case in Mexico's hand to ask for reparations for the theft of that land.

[brew]

Then where will the Mexicans go for jobs?

[George]

With 70% of the 15, 20, 30, 45 (no one knows) million illegal aliens already here from Mexico, it looks like Reconquista has been effective to a large degree. The criminals found out from groups like LULAC, MeCHA, La Raza, SPLC, etc. how to milk the systems and get as many of their relatives over here, milking the systems even more.

I do live in the American Southwest and every day it's less recognizable as part of the U.S.

Unless the American people wake up and wake up fast, the Absolut map will be reality by default.

[NCMike]

I'm sure the Code Pinkers would prefer to be protected by the Mexican army instead of the US Marines. Who needs California, etc. anyway?

[Bee Williams]

What would be the point of giving Mexico that land? So those parts of America can become 3rd world to? Mexico can't take care of the land and people it has. What a joke to think anything would be better off in their hands. Then we would still have Mexicans illegally entering what is left of America because California, Texas, and Arizona would look like TJ !! Please, fix what you have, then worry about reconquista. The only reason Mexicans who posted above want the land is because of what we turned it into, that is what makes it valuable. Mexico has more natural resources then we do. It is just to inept and currupt to do anything useful with it.

[John]

The company who is being bought by another multinational consortum of money and influence from many different venues asked the true money behind the money to ask the money to see if they could say sorry. So they wouldn't lose your......money. So they did. Say sorry. Sort of.

[JB]

Thank you 'Remember San Jacinto' for actually knowing the history.

For those of you who did not catch this small fact in the post. Mexico actually started this war and lost. The US occupied Mexico City and could have claimed all of Mexico but chose not to. Instead they only took the land they had previously offered to buy prior to the war and still paid Mexico a few million dollars as a gift.

Also Citizens of South Texas and California and even northern Mexico assisted the US troops in the war against Mexico. So even back then many Mexican citizens did not want to be a part of Mexico.

[who cares]

CALIFORNIA IS BROKE & HAS A FOREIGN GOV...
ARIZONA & THE SW ARE OUT OF WATER....
HECK!!! LET UM HAVE IT ALL ..... ADIOS

[Big Ed]

Let me ask all of you "Pro illegal immigrants" something.
What did your "si se puede" campaign accomplish? As you so arrogantly paraded around with your Mexican flags, your "we're going to turn America Brown" jeers and racist finger pointing. Hispanic nor Latino is neither one a race. It only identifies a group, as in Southerers, New Englanders etc. The true Mexicans were dark brown Indians (who by the way, are treated like less than 2nd class citizens in Mexico or did you forget how your indigenous peoples are treated, you filthy racist pigs you)
Your SI SE PUEDE campaign accomplished...NOTHING...in fact the backlash was unbelievable! (America I love ya!!)
The ANTI ILLEGAL IMMIGRATION factor mobilized (and grew expodenitally) and the next thing you know, we were going after employers who employed illegals, we were deporting illegals and mostly those ambivilant americans how never got involved before, were OUTRAGED that these illegals were so arrogant to think that they could break our laws and then TELL us how we would treat illegals.
So I'm asking you..PLEASE! PLEASE! Keep up your hate filled rehtoric aimed at American citizens, calling us names and stealing education, health care and public services from our families and children, It only serves my cause.
SI SE PUEDE!!! ...SI SE PUEDE...(yes we can) kick your butts back to your pathetic corrupt 3rd world county. Our generosity and patience can only be pushed so far before reason kicks in.
Do you hear any canidates for president talking pro illegal immigration anymore?
SI SE PUEDE
SI SE PUEDE and don't forget to bring your Mexican flag with you!
Better yet FIX YOUR OWN COUNTRY. You come here becasuse you want to live the American way of life, only to try and turn it into another country.
Your SI SE PUEDE movement is...done, over, FIN!!
Good riddance.
No my new movement is YES WE CAN AMERICA!!!
Yes we can America...we can make them follow our LAWS!!

[dave]

I wonder how the Navajos, Hopi, Comanche, Arapahoe, Ute, Apache, etc, would feel about being governed by the Aztecs from the south?

[Chris]

Nice pandering Absolut! Do your German ads feature a map of Europe covered by a swasitka?

[M. & M.]

Well, isn't the add true? It depicts the US before expansionism and reflects the sentiments of the intended audience. Perhaps it is offensive to US residents, but denying the past would be offensive to humanity. Perhaps the ad is in poor taste, but hey, most of absolut's ads are. Thats my two cents.

[Mezclada]

The ad is an amusing satire aimed at the angst Latin Americans feel towards big brother USA. A reference to the piracy of global takeover, the message is pure Robin Hoodesq and therefore should be celebrated for it´s rudeness and it´s flavor!

I find several of these comments histerical, but unfortunately too many Americans are bitter and uneducated in the realm of progressive language.

Chris Donaldson: what is the meaning of "who would want to live in Mexico with its...third world culture". You missed the boat in your social science classes, culture has no rating scale... it is uncomparable because there exists no first, second, and last... only DIFFERENT.

Fred Tubbs: I am ashamed and saddened that there exist young people in my generation who had to listen to words like "Mexicans are...poor piss beer, tequila drinking (explicit)..." growing up. Words are precious tools for understanding and you have wasted moments of your existence letting them discustingly fall from your mouth.

Beto: Que bueno que tenemos las palabras de la nueva generación... SIN BANDERAS!!

As a UCLA educated young person living in Mexico City I think the irony is hilarious and should be commended for it´s progressive smack in the face to all you commentarians who think the US will forever maintain it´s borders... so did the Romans and look what happened to them. Pick up any media project outside the US and look at what´s happening in the world. Don´t be blinding by tainted broadcasters on your nightly news.

...and did any of you even think to notice they placed the Absolut bottle over Caracas? That´s the best part!!!

[P. Price]

America is a great country. Being physically massive and having only two neighbors has kept us pretty safe - but it also has certain disadvantages. We are pretty lousy about learning other languages (because we hardly need to) and we are especially bad at accepting good natured ribbing from foreigners because we so rarely meet any. Mexico is an ally of the United States. The ad is simply a joke. If you don't like it don't drink their vodka (I really don't care) but just make sure you're not overreacting and projecting a whole lot of other stuff into this situation. I have plenty of friends from other countries and we joke with other all the time in good-natured competition. If there was an ad for Canadian beer that joked about invading New England none of you would have cared or taken it seriously.

[Farmer Bob]

Ever since they opened the immigration spigot, and the liberals began scolding the rest of us "racists" about our objections to the threats to our language, sovereignty, culture, environment, employment, health, land, public order, continuation as a people and other such blessings, I have always thought that the proper compromise on the issue might look something like this: How about an even exchange? One liberal for every immigrant. No liberal would be forced into this deal, you understand. They would be allowed to offer themselves voluntarily as a "good," as it were, in trade with another country for one of its immigrants of equal, if dubious, value. I suspect that due to the hypocrisy of the breed, liberalism would quickly die out. And due to the craven self-interest of the various third world crime syndicates that pass for governments, immigration would completely dry up. No fools they, wot?

[Steven T]

I thought Mexicans wanted to come here to get a better life, away from the poverty stricken, corrupt, 3rd world country that they are fleeing, not turn the US into the same sinkhole they left in the first place.

[Steven T]

I thought Mexicans wanted to come here to get a better life, away from the poverty stricken, corrupt, 3rd world country that they are fleeing, not turn the US into the same sinkhole they left in the first place.

[Dallas]

I think Absolut is trying to pull in money from all the ignorant people in Mexico who believe the U.S. stole their land. What they probably don't know or care to know is that Mexico invaded the United States first by killing American soldiers in Texas, which was by then it's own internationally recognized republic. During the Mexican-American War that followed as a result of MEXICO'S actions, we invaded their country and seized the capital, ending the war quickly and with little effort. Instead of occupying Mexico or forcibly seizing ANY of its territory, we actually offered to PAY them 15 million (over a quarter billion in todays money) for California, Nevada, Arizona, and parts of Colorado and New Mexico. This land was already occupied and cared for mainly by Ameicans (less than 20% of the population was Mexican).

So I would say in an Absolut world, Mexico would have been completely conquered by the U.S. when we took Mexico City in 1848.

This ad is very disappointing. I will certainly make a point of forwarding it to my email contacts and will go out of my way to purchase other brands of vodka in the future.

[El mejicano jodio]

Los yanquis nos robaron la mitad de nuestro pais, y aún peor, nos robaron la mitad con los caminos buenos.