So this is an ad for Absolut Vodka that ran in Mexico City, depicting a redrawn border between the US and Mexico where most of the American Southwest is under Mexican rule. (These were actually location of the national borders until the Mexican-American war and fight for Texas independence in 1848.) When I was like, 16, I thought the Absolut ads were cool, and although I’m past that now,every now and again they still surprise me. This one, for instance, was one hell of a surprise. Just looking at this ad, the first thing I think is “public relations imbroglio.” I suppose there’s no Swedish concept for “big stink” or “imbroglio,” because I can’t imagine how they would okay these ads otherwise. Oh wait, yes I can. They did it because the people who are in charge of Absolut are almost certainly over 50, and therefore still believe that there are regions to marketing, and that regional marketing will never be seen by anyone outside of the intended region. Also, being Swedish, they’re probably rational people who couldn’t imagine that an ad like this could piss so many people off in border states in the US.
Personally, I love this ad. I love that, in spite of what was said in Absolut’s apology, this ad is obviously a reaction to the the Mexico/US immigration issue, and is intended for people on the South side of that border to see, nod their heads and go, “yeah, that’s the way it’s going to be!” They think it’s clever and fun. And for its intended audience, it is. While for some of us North of that border, it’s an outrage. But, can you imagine what a kick out of this ad people who hate it in its current form would get if it depicted a map of Iran with US borders pushing in from Iraq? It’s amazing to me that some people simply can’t see the other side of things, they’re so furious over their own pet grievances the whole time.
It’s really too bad that Absolut decided they had to apologize and pull the ads. This is the kind thought-provoking, dialogue-starting ad that other companies would kill for. (Until a dozen people on a conservative blog complain about it.)
However, one clear winner in all of this is Skyy Vodka, who wrote an absolutely hilarious response to this ad. It is excerpted here:
“In 1848, the Treaty of Guadalupe Hidalgo officially ended the Mexican-America War (1846-1848). With the signing of this treaty, the United States gained control of what was to become the Golden West, including California, Arizona, Utah, Nevada and parts of Colorado and New Mexico. Today, SKYY® Vodka, the number-one vodka produced in the United States, spoke out against suggestions by Absolut® Vodka to disregard that treaty, as well as the joining of Texas to the Union in 1845, as depicted in Absolut’s recent advertising.”
In the response, a Ssky representative goes on to say,
“Don’t get me started on the Gadsden Purchase. I think the folks in Tucson and Yuma would be rubbed the wrong way if they hear this landmark deal was somehow nullified as suggested by Absolut, a Swedish-owned brand.”
So, kudos Skyy Vodka. You really made my day, and I didn’t even have to drink you.
I am left with one question though… If this ad was intended for the Mexican market, why is it in English?
