VivirLatino

Does this Absolut Vodka ad — which first appeared in Quién, a Mexican magazine — offend you?

When I first saw the ad, I was amused. My first thought was that the map in the ad looked like a less detailed version of the map used to negotiate the Treaty of Guadalupe Hidalgo in 1848. Any Chicana/o Studies student knows that map quite well. Second, I figured the Minutemen types and reconquista fear mongers would have a field day with the ad.

Carmen at All About Race notes the ad’s problematic nature this side of the border.

Although the ad appeals in a daydreaming, head cocked to the side, eyes toward the sky “if only…” kind of way it is divisive given our overheated idealogical wars about immigration in this country. Mostly, I think the Reconquista ad was a dumb move on Absolut’s part for a simple non-political reason. You want to associate a liquor brand with feeling good, happy. And now, my once a year Absolut Mandarin and cranberry feels tainted. 24 hours ago I thought Absolut and I thought of cool print ads, backlit bars, too loud music, and laughter. Now, I think Absolut and all that’s going through my mind are the contentious threads [and here] I’ve been reading in response to this ad.

Personally, I find Absolut’s Maya ad much more offensive than this.

Update: Absolut apologizes after the reaction on right-wing blogs:

“In no way was it meant to offend or disparage, nor does it advocate an altering of borders, nor does it lend support to any anti-American sentiment, nor does it reflect immigration issues,” Absolut said in a statement left on its consumer inquiry phone line.

Via / All About Race