
[Click on both images in this post for a larger view]
When I recently saw the above ad on a blog, I just shook my head in amazement. Evidently, this is the Swedish vodka company Absolut's attempt to boost its sales in Mexico, and to instill a sense of pride in the Mexican people. The ad above is meant to signify the lands that were stolen - namely California, Texas and parts of what is now the southwestern US.
Terrific - we can debate the merits of whether the lands were stolen by the US, or won fair and square as a result of the Mexican-American war in the 1840s. My point here is not even to discuss that, but to express amazement that a company with brilliant ad campaigns in the past would have to go down this road to sell a few more bottles of its vodka to Mexican citizens. Perhaps the Mexican market is important on for Absolut, and I'm certainly not trying to put down Mexico, but what about the American market? The last time I checked, we drank our fair share of vodka every year.
From the LA Times: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. [Ya think?!?]
"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.
Outrageous. Could this guy Favio Ucedo have insulted Americans any more than he did in the short passage above? He must think all Americans went to Yale and proudly got a C average. Think again,
amigo - some of us paid attention in history class. I know the history and I'm under no illusion that America has a clean past with conquered lands and subjugated peoples, but I don't need to be reminded of it when I'm selecting a vodka at the liquor store.
So, the million dollar question - will I keep on buying Absolut's products? It's not going to happen. I'll cop to the fact that Stoli is my brand anyway, but I did buy Absolut on occasion, but those days are over.
And of course, this ad campaign, conceived to boost the national pride of Mexicans, could no doubt be transferred elsewhere. I wonder if the morons at Absolut would green light the ad campaign below? Take a look...

I know, I know, trotting out the old Nazi metaphor is always trite, but I couldn't resist with this one. However, I'll stop with all the Nazi references - Christ, soon I'll sound like Bill O'Lielly, drug addict Limbaugh or Michael Wiener.
And I know the US war with Mexico is not exactly applicable to World War II, but hopefully you get the point. If some moron(s) could approve the top ad to try to build up Mexican pride in their country, maybe some strutz would think the bottom ad would instill a sense of pride in German achievements and conquests in World War II. Pretty stupid, right? Of course - a multi-million dollar company like Absolut should certainly know better.
I'm done buying it - you can bet on that. Stoli blueberry is delicious, by the way, and so is the orange dropped in sugar free Red Bull.
UpdateThe company has apologized:We apologize
Posted Sunday, April 06, 2008, 7:38:29 PM
During the weekend we have received several comments on the ad published in Mexico. We acknowledge the reactions and debate and want to apologize for the concerns this ad caused. We are truly sorry and understand that the ad has offended several [sic] persons. This was not our intention. The ad has been withdrawn as of Friday April 4th and will not be used in the future.
In no way was the ad meant to offend or disparage, or advocate an altering of borders, lend support to any anti-American sentiment, or to reflect immigration issues.
To ensure that we avoid future similar mistakes, we are adjusting our internal advertising approval process for ads that are developed in local markets.
This is a genuine and sincere apology,
By Paula Eriksson, VP Corporate Communications, V&S Absolut Spirits
Fair enough, but that doesn't excuse the stupidity of running the ad in the first place. Incidentally, the comments on the Absolut blog are a hoot - you should read all of the anti-American claptrap. I can tell you one thing, though - if the tables were reversed, there would be a lot of angry Mexicans today, that's for sure.
Labels: Absolut Vodka, Nazi Germany, Stupid Ad Campaign