A recent Absolut Vodka ad running in Mexico City has shaken, not stirred, some of the American public. With its recent advertising campaign strategy, Absolut attempts to tap into some very real nationalistic sentiment of Mexico.
The colorful ad outlines a pre-1848 border of Mexico, which included the areas known as California, Arizona, Utah, Texas, New Mexico and Colorado. The ad’s text reads “In An Absolut World,” and clearly identifies Mexico’s Aztlan as a land lost.
The “Absolut World” campaign which draws on what the website refers to as “bold ideas,” has not been as appreciated in the U.S.
Although the ad only appeared in Mexico, the far-reaching ability of the Internet has hastened some of the U.S. public’s bitterness toward the ad. In its viral footprints, there have been multiple blog postings from people commending the ad, but more often the comments have been something like, “I will Absolut-ly be ordering Sky now.”
What is so wrong with the advertisement? All it really shows is something that could have been.
Since when do Americans harbor such ill feelings against idealism? Did our sensitivities get hurt suddenly?
Are we not the country whose elected politicians embarked on a Congressional renaming of french fries and french toast that were sold in any of the House of Representatives’ cafeterias and restaurants? Clearly, freedom fries rolls off the tongue, but does a fry by any other name taste as delicious?
In the end, there remains plenty of reasons for Absolut to run an advertisement like this in Mexico. The 1848 Treaty of Guadalupe Hidalgo and the current U.S.-Mexico Border problems are reflective of two differing histories. These opposing histories can be seen in the current political landscape.
As Americans, we prefer our history and its interpretation to be supportive of everything American, even if it’s at times only half true.
It takes us a little while to get around to rewriting history books. For example, Columbus Day commemorates the “discovery” of land that was already home to 70 million people. In recent years, this day has been approached with less romanticism than I remember from elementary school. Perhaps this is why the federal holiday has become recognized less. It took us a while, but we are finally realizing that maybe Columbus Day is really not worth taking school off.
Besides, the advertisement is just trying to appeal to its consumers. And its edginess makes a point, even if it is a jab at Mexico’s neighbor.
This advertisement may be jarring to the American public, but it’s not the most inflammatory ad I have ever seen. Every day we are bombarded with ads that portray gender differences and exploit racial differences just to make a buck.
I suppose in an “Absolut World” all parties would acknowledge their history as not always being squeaky clean.
Erin McKenzie is a junior journalism major and an assistant opinions editor for the Daily Forty-Niner.
