Recently Absolut has found themselves in the midst of an uproar about their new Reconquista ad. The ad, pictured here, created by Teran/TBWA in Mexico City, was designed to appeal to the Mexican consumers specifically without any ties to the current election and the much debated issue of immigration reform. Absolut said the ad was intended to recall "a time which the population of Mexico might feel was more ideal."
Conservative columnist Michelle Malkin posted the ad on her site while and hundreds of people have voiced their own ban on Absolut. One reader had the following comment:
I run a bar in Pt. Richmond, California - where the Kaiser Liberty Ships were built during WWII. After seeing your ad Campaign where you show a western map of the United States in which California is part of Mexico again, I’ve decided to do the following…
1) Never carry Absolut. Ever.
2) Lower the price of Ketel One vodka to $2 a shot indefinitely to build loyalty.
3) Print a copy of your ad and put it above the Ketel One drink special.
4) Tell all my friends and family what Absolut thinks of the United States of America and our right to enforce border laws.
I am on the front line of illegal immigration and its effects. Where are you? Oh yes, Sweden.
Pt. Richmond, Ca.
My take on this is that people are just itching this political season to find anything they can jump on to point the finger at someone else. Clearly this ad wasn't a power play to infiltrate American politics and insinuate that Mexican borders should include Texas and all of the western states. Even if Teran/TBWA and Absolut were completely malicious in their intent, how are so many people offended by this ad? Mexico is as much a threat to the United States as MC Hammer is likely to have a comeback. In the end, Absolut has to love all the press they've received off the ad even if some nuts are up in arms. - John Herrington