Swedish vodka ad fulfills Mexican dream

The latest advertising campaign in Mexico from Swedish vodka maker Absolut should be a hit south of the U.S. border, but U.S. citizens find it disturbing. The billboard and press campaign now running in Mexico, is a colorful map showing what it calls an “Absolut” world. The U.S.-Mexico border lies where it was before the Mexican-American war of 1848, when California, Texas, Colorado, Utah, Nevada, New Mexico and Arizona, were all part of Mexico.

The Argentinan creative director of a large Latino advertising agency, not involved in the campaign, 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.” The ad also ties into the “Reconquista” agenda of La Raza and other Latino organizations in the U.S.

The ad campaign has generated strong negative responses among U.S. citizens. “I find this ad deeply offensive, and needlessly divisive. I will now make a point of drinking other brands” said one visitor to MexicoReporter.com. Many people have decided to boycott Absolut vodka in response to the ad campaign. One web site user wrote: "Maybe we should show a map with Sweden as part of Norway." Another said “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.

To record your opinion of the ad campaign, go to http://latimesblogs.latimes.com/laplaza/2008/04/mexico-reconque.html