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.
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Georgios
Mexico reconquers California? Absolute drinks to that!
This is a nice comparissioon to how people feel when they lose their country and their proudness
The ad is great. I will buy the product - (0)
The ad is an affront to Americans. I will boycott the product - (0)
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