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

[Sovereign Entity]

RACISM RACISM RACISM RACISM RACISM RACISM RACISM RACISM RACISM RACISM

The race card is the rhetorical refuge of a moron who can't make an argument. Why don't you try learning the actual definition of racism then maybe you would know it when you see it.

I haven't forgotten my roots. I am the product of Hungarian and German immigrants who came to this country, learned English and assimilated yet still remained true to their own culture. That being said, I wouldn't care if it was blond-haired, blue-eyed Swedes pouring across our border; I'd still be angry if in doing so, they violated our national sovereignty and refused to assimilate into our established culture.

I don't care what audience this ad was aimed at, I find any piece of propaganda, corporate or state-sponsored that actively encourages violation of American sovereignty offensive. For the race-baiters out there, I realize that the reaction of the majority of this board disturbs you because you have deluded yourselves into believing that your campaign to subvert this country with your bankrupt socialist, globalist agenda is failing and that the majority of American people, when pushed too far, will fight you. But if RACISM is the only card you have to play then by all means play it; you'll only turn more people against you.

[Glenn]

"It's a stupid ad, but the knee-jerk protectionist xenophobes who "poured that product out" or are now "on boycott" have inspired me. I'm going to drink more of it just to counter at least one of you idiots. Lighten up you racists. "

By all means, pickle your liver with the stuff if you like.

Protectionism is a trade concept. This controversy has nothing to do with trade -- nor does it have anything to do with race.

It is all about sovereignty. And just in case you don't know, sovereignty is a universally-accepted principle that holds that nations have the right to control their own destiny and enact/enforce their own laws -- including laws that govern who can and who cannot enter their territory.

The United States is a sovereign country...with borders that have been universally recognized. Been that way since the 19th century.

If you think that it is trivial that during the last 20 years tens of millions of people -- of various ethnicities and nationalities -- have chosen to enter/stay in this country without our permission, fine. Your choice.

But try to fly into Tokyo without a visa...or better yet, sneak into Sweden and try and get a job there. See how long it takes them to locate you and put you on the next plane to New York City.

[Ron]

I'm an American living close to the border. I enjoy the Mexican people and their culture. I think the ad was probably ill-adviised but come on people, let's just move on.

[G-man]

I found the ad humorous.

BTW, the US paid $15M for the land and forgave $3.25M in debt Mexico owed to US citizens. The US did not "steal" anything. It's not like someone held a gun to the Mexican's head to make them sign the treaty...well maybe they did after all!

[Tony]

The stir this campaign may provoke is likely to be bad for absolut's market share, not americans. I think it interesting that absolut considers this brand of pandering acceptable. Personally, I find it too juvenile to be offensive. It will be fun to watch the fallout, however. absolut truly stepped in it this time.

concerning mexican pride or animosity toward the united states...who cares whether this ad has appeal or not. Mexico shouldn't have started the fight. Needless to say, 1848 proved to be a very bad year for mexican border expansion.

[Wilbur]

No problem. They can label their product any way they want. And I can buy someone's else's vodka any time I want, so I guess that makes us even.

[Gary Noel]

European genes took over north America not by force of arms, but by force of measles (and to some degree smallpox.) Now the genetic group who was here before, with the addition of a few immunities, is taking it back. That is really the way the world works. The truth is that the alcoholism genes seem to create trash on both sides of the border.

[clearliquid]

Many needlessly expensive vodkas, like Absolut, taste the same (and just the same as vodkas costing half as much). I have often thought that I was paying to much for a bottle that was a little different, when the contents were the same. Thanks for giving me a fresh reason to save my money.

[Noodles Noodlemann]

It was a stupid ad. Sometimes you wonder how people in charge at companies can tie their own shoes if they don't have any clue that this just might tick off some people north of the border. Didn't they think we might see the ad?

Most of their ads are pretty cute, but someone was trying a little too hard to be edgy.

[Navestax]

I have laughed all morning reading all of the crappy comments about "patriots" and "true americans".
Listen, people: This add was authorized by some company (not a mexican company) thinking it would seem funny to everyone. And it actually is.

I've read very stupid comments saying mexicans want that land back, and that we would invade the US just to get what the US "bought" more than 100 years ago. Thats just plain stupid. And more stupid is saying the US would be the same with those resources Texas gives to them and saying Mexico would have not been able to do the same with them.

Just think before you write, "Americans"
Its a joke. And you are making it worse than it really is.

[dave]

Holy smokes people; this is an advertisment for a localised market. If it wasn't for the internet this discussion would not exist, so why not just let it rest.

[Ed]

Even if we extended the border of Mexico to lets say Origan for instance'......Mexicans would still becoming over the border Illegally into Washington State

[Mark]

So, maybe we could put up a billboard in Germany called "In a Budweiser world" showing a map of Germany having taken over Sweeden (circa WWII) ? That wouldn't cause any problems, I'm sure....

[c.lizardi]

Bravo! for Absolut's marketing and advertising teams, their campaigns had worked very well over the years.The main target, the vast majority of american population, now shows how easy can be manipulated by ONE ad, and the level of ignorance about history they´re in, and that racism has never been gone in american society. Sadly,a large part of that american population is so pathetic it hurts.

[Ed]

What is really pathetic about Mexicans and the spanish in general is if we did give them America and we went to MExico. How long do you think it would take for US to turn Mexico into a Superpower and them to destroy the U.S. just look at parts of California. The current Crim-aliens will never ever be American because being American is not simply enjoying the benefits of Our economic wealth but living by a code of morals and standards that Mexicans will sadly never understand.
People really need to read Pat Buchanan's book "State of Emergency" to fully undersatnd the threat and war being fought along our border. The vast majority of people coming over illegally are felonies, child rapist, murderers. The Mexican President has declared a War and Our land is being lost without a bullet ever being fired.
To the ignorant Mexicans and Spanish speaking people writing Spanish your hatred for our culture is no the more evident by your actions

[Anon O. Miss]

World history is replete with one nation conquering another and "taking" their land. What's next, a move to make the Norman French leave England and give it back to the Saxons? Absurd. Mexico lost the land Spain stole from the Indians to the USA. Get over it.

Besides, Absolut is a crappy vodka. Drink Stoli instead, much better.

[truthy]

Yea, everybody hates the USA, that is until they get their lips around our teat. They still complain, all the while sucking and sucking. If we suck so bad...THEN DON"T COME HERE!!!

[David No. San D]

If the Mexicans got the Southwest back, we'd be trying to stop them from crossing over into Oregon. ' Nuff said.

[El Davido]

People are fleeing Mexico to come to the United States. They don't want to bring the corruption and squalor of Mexico here. If anything, the map should show Baja as the 51st state.

[Eddie T]

I wonder how people would react if the picture had shown Mexico as the 51st state? The hew and outcry from that would be deafening.

[MikeD.]

REally, who cares? The whole annexation thing happened way before any of us were born. If you really care, then you're dumb. Seriously.

[Robert Borquez]

I'm mexican-american; but I consider myself American-mexican. If you live in this country and want to stay here permanently then it must mean you want to become an american. Which must mean you will obey the laws of this country and learn english. When I see ads like this or hear about the "reconquista" (Or I see a Los Angeles, Mexico billboard) I am deeply insulted. If you love latin america then go live there, make your society better and make a life for yourself there; do not come here and try to dilute this great nation. I'm sick of it. I would die for america; I would not die for Mexico. We hispanics can learn alot from the Irish...who love their culture but who are proud to be americans and would make any sacrifice to keep this country great and free. Muchas Gracias.

[ted smith]

Some of you high and mghty "Americans" have forgotten your roots, and neglected to learn your history. As Mr. Churchill once said, "those who fail to learn thier history......" now lets see how many of you know the rest of his quote.

Bravo Absolut, cheers

[Beto]

Hola a todos, les escribo desde Guadalajara, Jal. México. En mi personal opinion creo q estan haciendo mucho problema en donde no lo hay.

Creo en un mundo diferente, un mundo evolucionado ideologicamente y espiritualmente, de armonia y convivencia, sin q las fronteras importen y no en el que nos estan heredando nuestros bisabuelos, abuelos, padres etc.

Dejemos atras los conflictos, que si esto era de mis antepasados, que si tus antepasados hicieron la guerra con los mios etc. etc. etc. lo que importa es el ahora y el futuro q viene.

Hagamos un mundo mejor, mas justo, mas tolerante y enfoquemonos mejor en tratar de buscar soluciones al tremendo daño hecho a nuestro planeta por el abuso de los adelantos tecnologicos a nuestro ambiente.

Dejemos atras ese "nacionalismo" q solo nos hace paranoicos y provocativos de un lado al otro y solo nos hace destruirnos y odiarnos.

Cuantas cosas hermosas tiene la cultura y las tradiciones Mexicanas ! cuantas también hay del lado Norteamericano.
Tanto trabajo hecho, tantisimos avances y la enorme influencia q han ejercido en mi persona y modo de vivir (puesto q soy Cantante en una banda de Rock influenciado totalmente por musicos Norteamericanos e Ingleses).

Creo q es tiempo de cambiar, en nosotros esta ese cambio, puesto q nosotros no somos pasado, nosotros somos PRESENTE !

Un enorme abrazo desde México !
Love & Peace for all.

[Joe]

Absolut should show a map of Europe with Alsace-Lorraine as part of Germany and see how well that goes down. Maybe a map ofJapan which includes Manchuria. Maybe a map where Israel does not exist. Inflaming border passions. Brilliant. I will never buy anything from Absolut ever again.

[Not Pedro]

Hey jta, the Native Californian-

Sorry to break the news, but the article here is not "about California", it's about Mexico, and an ad reflecting real mexican intentions, and a reality of illegal immigration.

[Carlos Hernandez Riviera]

Mexico es grande! Salve los mexicanos! Salve a nuestros hermanos! Nuestro enemigo al Norte robaron nuestra tierra como una banda de thievs, y debemos reclamar!

[jeffrey hendricks]

I don't get the outrage...personally.
I live in East Tejas, and I've seen that map layout ever since I've seen a modern map of Texas. I don't find it offensive. Is not Aboslut right? In an Absolut world (for Mexicans), wouldn't Mexico look like that? In an Absolut world, for me, Texas would also include what is now New Mexico and Iraq. Also, it would have 20 senators, and capital punishment via impalement.

It's a funny ad...that's all.
And it certainly has not a thing to do with race.

[Ron]

No more Absolute for us!! And as to the Mexicans, when will the bleeding heart in this Country figure out that they do intend to redefine the borders. First you erase them, then you put them where you want to. That being the case, lets all head south and seek the same rights and privileges in Mexico that they expect here, dual language, equal property rights, rights of protest, free health care, acquiescence to illegal entry, and so on and so on. My guess is that we would be quickly and less than politely asked to leave or worse we would be arrested and never given the opportunity to leave. I have absolutely (poor choice of words) no objection to anyone from anywhere coming to this country and take full advantage of all the rights and privileges this great nation has to offer, but come legally and come with the intent of becoming an American. They do not have to forsake or forget from whence they came, but live the dream is to become the dream, be an American. Come on folks, wake up and smell the agave before it’s over before you know it.

[Pedro]

hey, mexican guys, get to work instead of thinking about this stupid topic, there's tons of problems in mexico to be solved.

[Bill Wells]

This issue cannot be easily dismissed if one is a Gringo living in Mexico, but it is preferable to listening to sniveling white men bitch. Get a life, creeps.
Vilindio

[Cleatus Earl Hickton]

I'm an American. I believe in freedom, and liberty, and freedom. I believe in our troops, and I don't like communists. I think this ad is both anti-American and pro-communist. We need to smoke 'em out. We need to win the war on the invasion. America.

[Joel]

As a southern white male, this offends me. Offends me quite a bit.

I'll probably not buy absolut again. Poor advertisement.

bah! I'm anti-illegal imigration. Laws should be enforced.

As per Americans being racist, is it wrong to want the sanctity of our nation, and those who migrate here to do so LEGALLY? Mexican, asian, african or european? they all break the law the same way, what makes the dislike of illegals racist?

[Alex]

Once upon a time, the entire known world once was property of the Egyptians. After that, it was the Greeks. Then it was the Romans.

We can trace throughout history and find that every parcel of land on Earth once belonged to somone who doesn't currently control it, and who won that land in a war.

The US hasn't fought a war to take land as its own since the 19th century -- unlike most, if not all, other major nations on this planet.

Wars happen, and the spoils of that war generally go to the winner. The United States, though, is the only nation in the history of mankind generous enough to forfeight its share of the spoils in every war we've enganged in since the end of the 19th century.

Mexico lost one of the last wars where we actually did take lands. That was 150 years ago, and largely caused by Mexico's insanity of re-establishing the very same tyranny they purported to throw down just years earlier in their own War for Independence. So get over it.

Oh, and just in case you were unaware: 'hispanic' isn't a race, nor is 'Mexican', so quit with the ignorant 'yeraracist!' stuff.

[Bill Wells]

The LAtimes will not post this. Boris Yeltsin used to be the lead singer for ABBA. But because they drank to much Wodka he decided to help end the Cold War instead; in favor of Levis, hamburgers and Rock and Roll.
Now those Swedish cheese heads are sellig Volvo trucks and buses in Mexico and are miffed because Mexicans do not like yellow cheese.
Well, you're all a bunch of drunks, firing up hot-heads and dim bulbs on both sides of a border that has more to do historically with Europe that any of you white trash can concieve or admit. Santa Ana, Los Gachupines y La Iglesia Catolica, los Ingleses y los racistas esclavistas norteamericanos y muchos otros tomaban su papel en aquellos tiempos.
The Mexicans that have any gumption are already in the US having abandon their country for money and huge ugly trucks. I have friends in those small towns left behind.
So to you Swedes, drink your Wodka, manage your sterile tree farms you call forrests and send your white, tall, blonde women to Mexico to be empregnated by eager Mexicans. All the world will benefit in a less white planet.
Vilindio, Gringo en Mexico

[Bob]

i guess some might see this as offensive. only, of course, after it is pointed out to the average american that, first, we actually fought a war with mexico and, second, that that is how we got this territory.

to find this offensive is laughable.

maybe absolut can stir the pot by, next, having a very localized add in virginia showing the pre-civil war "unified" sacred soil before it was stolen by the northern rabble. maybe that would get some "offending" going. unless of course, just maybe, people realize that is IS AN ADD FOR VODKA not a PROPOSAL TO THE UN!!!

bunch of mental midgets

[Dave]

Don't we own Mexico by now anyway?

I can say without Absolut certainity Absolut Vodka will receive no more of my money.

I think they just shot themselves in the foot here. They are going to be losing a big part of the market in the US, for a marginly share of a much weaker market in Mexico.

Someone needs to lay off their own product when approving campaigns.

[Suzanne]

I've made 'Absolut and Tonic' my drink of choice for years, looks like I've been given a good reason to switch to Grey Goose or Ketel One......I won't support a company that mocks my country.

[Dave and I am proud to be white!!]

I have to say that this is unacceptable. This creates racisim and fuel seperation. I am saddened by the Mexican attitude of taking back their land? This argument is so old. Everybody knows that the American Native Indians were here first..end of argument. I think its said that the Mexicans continue to dis-respect and create hate as they do. Continue to do it cause it makes you Mexicans with a bad attitude stand out. And as long as this attitude is clear in the eyes of others..you will continue to be surpressed. A little power maybe..a whole lot of power..NOT!! You all should be ashamed of yourselfves! Totally ashamed of yourselfves.

[Laer]

Both the blog post and one commenter mentioned drinking Stoli instead of Absolut -- but that won't accomplish anything, since both Stoli and Absolut have the same owner. A real protest requires dropping all Pernod brands from you list of preferred spirits.

[b c]

Sounds great, but but on the condition that once we give it back to Mexico that they follow the same logic and they give it back to the tribes that were there before the conquistadors and they in turn give it to the Clovis people, or Kennewick man's tribe or any one of several migrations of people to the Americas that suplanted other older cultures each time.

[Viva Mexico]

"I had very strong opinions on the subject. I do not think there was ever a more wicked war than that waged by the United States on Mexico. I had a horror of the Mexican War, and I have always believed that it was on our part most unjust. The wickedness was not in the way our soldiers conducted it, but in the conduct of our government in declaring was. We had no claim on Mexico. Texas had no claim beyond the Nueces River, and yet we pushed on to the Rio Grande and crossed it. I am always ashamed of my country when I think of that invasion"
Ulysses S. Grant

[GuyInCT]

Instead of trying to make the United States more like Mexico, shouldn't we be trying to make Mexico more like the United States? They all come here because of the incredible corruption in Mexico, and because there is no freedom or opportunity for them there.

So they want to "reconquer" the southwest and replicate the Mexican system here? Why?

[Jeremy]

Place an add all over Europe showing Germany in an Absolut world according to say 1942 and see what kind of response you get!!!! Before everyone says Americans are over-reacting, put yourself in our shoes.

[Bob]

I'd gladly give up the other states to give California back to Mexico.

[noillegalaliensyoutube]

The United States was founded by British colonists - not immigrants - who signed the Declaration of Independence and fought a war for our independence to free the colonies from British tyranny. Unlike immigrants today, those FIRST Americans or, shall we say, NATIVE Americans fought for their freedom against the greatest military power at the time and did not FLEE to another country for safety. They created the political, economic, social, educational, religious, and legal institutions that are the basis for American society today. That process began over 400 years ago with the founding of Jamestown. When they arrived, most of North America was unihabitated and while the American Indians were living here there was no "country" to be invaded. The Europeans - be they British, French, Spaniards, and later the Americans - fought with and against the various Indian tribes for control of the land. Obviously, the Americans eventually won. The British colonists, who later became the FIRST Americans, founded this country and created the US Constitution to govern it. That has provided the political stability for the Republic allowing the country to prosper. By the late 1800s when the First Great Wave of immigration came, the United States was already a world power on par with the European countries and their empires. The first wave of immigrants - unlike those from the Third World today - were European. Their labor helped fuel the Industrial Revolution by working in the coal mines, building railroads, working in the steel mills, etc. that fueled the economy of this country. They founded some of the largest American corporations that exist today and, in return, created many charitable foundations and contributed back to America and the world. They worked, they did not accept welfare since it did not exist at the time, they learned English, and they assimilated into becoming AMERICANS with its core Anglo-Saxon cultural foundation. The "hard work" that today's "immigrants" do building houses or picking crops is NOTHING compared to what immigrants in the past had to endure to make a better life for themselves. They were grateful for the opportunity that the United States gave them and attempted to show RESPECT toward Americans rather than the condescending attitude Illegals whoa re living in American today have shown. There was no welfare, there was no mass communication to the "old country," there were no anti-discrimination laws, there were no labor laws, there was no minimum wage, there was no social security, there were no labor safety laws, or any of the other benefits that exist today. To compare an immigrant today making $20 an hour building a house to an immigrant coal miner in the past working from dusk until dawn is NO comparison. Furthermore, to compare the "hard work" of the immigrants today to Americans is also no comparison because in areas of this country that have not been inundated by an invasion of immigrants such as Miami it is AMERICANS who build the houses, pick the crops, work in the fast food restaurants, and do all the other jobs that immigrants do. And for those illegals who are now living the American dream illegally, It is not so much a tribute to you personally but rather to the success of the European system of governance in this country that ALLOWED you to succeed. Otherwise, you and your family would have been able to "succeed" back in your homeland wherever that may be. People like you and the millions of Third World immigrants - legal and illegal - who CHOSE to come to this country but yet have the audacity to insult and demean Americans by distorting our history, our culture, our heritage and call Americans bigots, racists, mean-spirited, hateful etc. seem to forget that it is we white, black and brown legal Americans - the descendent's of the people that founded and built this country - that created something that is successful due to its European heritage and culture and we have a right to protect that. Americans have a history of overcoming adversity and we are willing to fight to protect our rights. We will demonstrate, we will protest, we will petition our government for a redress of grievances. However, if no action is taken to protect those rights, just like the Americans back in 1775, we will protect those rights with force if necessary. That is one facet of American history and culture immigrants - legal and illegal - need to learn quickly.

[O-Nami]

The sad part here is that with all the shrill rhetoric and hate messages being passed back and forth, there is no dialogue. People are shouting *at* each other rather than talking *to* each other. And the good folks at Absulut win because of all the free publicity.

The current wave of immigration is different from every other that has occurred before because those souls made the commitment to cross an ocean and blend-in with the existing structure. The current wave can drive "home" any old time they want to. And rather than assimilating with the current culture they are bringing their own culture and language with them. That kind of displacement is an invasion, whether perfomed peacefully or at gunpoint. And it riles the members on both sides of the issue.

The US needs to secure its borders, and deal with the fact that 1/8 of the Mexican population is here and is not going back south. Ok, fine -- they stay. But they learn English and drop the antogonistic "reconquista" rhetoric. It accomplishes less than nothing.

As for the Native American arguments, I am in 100% agreement. The only satisfaction I would think the tribes are savoring is the fact that having been screwed over by the Anglos, they are now routinely giving back in kind in the casinos, doing far more damage ultimately -- and with the willing cooperation of their "guests"! THAT is true justice.

[Mexifornia Resident]

Yes, we Mexicans are taking back OUR land, day-after-day, second-after-second. US citizens are so loco! Bye bye soon! Ha ha ha hee hee hee. Andale, andale! Arriba, arriba!

[MikeD]

It's a stupid ad, but the knee-jerk protectionist xenophobes who "poured that product out" or are now "on boycott" have inspired me. I'm going to drink more of it just to counter at least one of you idiots. Lighten up you racists.

[Carlos Aragón-Navarro]

Why it hurts so bad, WASP s?

It is almost a common place that people don´t read nor learn history, but seemingly, neither accept their roots. It´s a fact that, leaving aside some natural americans, all of the living population of USA is either immigrant or immigrant relatives.
So, what´s the reason for the hate?
In the same way, most of the white americans ignore the circumstances involved on the american invasion that resulted on the seizure of most of the half of Mexican territory. It was an assault, like your presence in Irak, for instance.
And a simple ad turns you crazy? Grow up!