I Created an Absolut Ruckus

Judging from some of the comments I found in Ms. Martinez' blog, indeed racism and ignorance go hand in hand. Where is the sense of humor anyway? it is just an ad! (and a good one, by the way)

Isn't it a ridiculous sign of the times that an ad that has no racial or ethnic jabs can incite this much debate? Perhaps if marketers target an ad in Mexico (or any other country for that matter) it should have a big red disclaimer on it "DO NOT REMOVE FROM THIS COUNTRY".
I for one think the ad is cleverly targeted. And regardless of my feelings on the vodka (I'm a fan) it's a good marketing piece.
Sorry you had to endure such emails and sorry for your loss.

Unbelievable. That is all I can say. After being told countless times that work created for a targeted group is never as good as GM work, a brilliant and hilarious ad appears. The first time I saw it, it made me laugh and smirk. The Absolute coolness factor had added several more caché points. By the way, I am American born but my folks are from Mexico and I work in the ad industry, so the concept "Crossed Boundries" beautifully regardless of geography and I still got it. It would sadden me more to have a company such as Absolute, which is usually a trailblazer, bow down and kill great work (wether targeted or not). Now, that would make me boycott a brand, BIG TIME! This is the first time I've written about a subject such as this, so thank you Ms. Martinez for sharing and good wishes to you and your family regarding the passing of your mom.

Assuming the author is a naturalized U.S. citizen, does anyone consider her an asset to this country? She clearly has divided loyalties and can't see why patriotic U.S. citizens (native-born or naturalized) would be upset with either the ad itself or the viewpoint represented. Is it good for the U.S. to allow millions of people to move here that have divided loyalties and that think Mexico is the rightful owner of part of our territory?

Just recently, the president of Mexico encouraged Mexicans who live in the U.S. as well as immigrants and naturalized citizens to push Mexico's agenda inside the U.S., and he also said they're going to be working with U.S. non-profits to push their agenda. No doubt many of those who have divided loyalties - or no loyalties to the U.S. - will join in.

The ad is just an ad, but due to political corruption, crooked businesses, and racial power groups we're allowing a foreign government to gain a great deal of political power inside the U.S. and we're allowing the development of some sort of condomium relationship similar to that represented in the ad.

The ad is amazing. Targets its intended audience brilliantly and should make everyone smile as much as their previous pregnant man ad did (no pregnant woman seemed to find that one offensive, by the way).

I am sorry to hear about your loss and also about the hatred that has been directed to you.

Condolences to Laura.

The irony of this situation is particularly acute sitting far away, in Australia.

So often the things we deny or disown within ourselves are the same things that provoke the strongest reaction when we see them in others.

People outside the USA tend not to mention this to their American friends, because we don't like to upset them, and it's not polite, but, unfortunately, it's true: in many parts of the world, America is viewed as (one of) the most aggressive, militaristic, interfering, empire building nations.

The people who fear 'the Mexican agenda' so much they can't handle an ad displaying the historical reality that big chunks of the USA used to be part of Mexico, are the same people who have driven the more xenophobic aspects of 'the American agenda' since WW2.

To turn this around is pretty simple: treat others as you would like to be treated yourself. Set a good example and others will follow. Set a bad example and others will follow that too.

Jonathan Smith: Once again, the issue (at least from my POV) isn't really with the ad itself, and everyone realize that the ad comes close to representing historical fact.

The issue is that whoever produced it knew that it would strike a chord among many people in Mexico - and the U.S. And, now we're allowing millions of people who think part of our country belongs to some other entity to resettle their old lands.

You might also want to consider what would happen to your country without the U.S. Sadly, I don't speak Mandarin so I can't translate what it would be called.

The ad is fun for Mexicans, but it is much more than just that. I would not say that it has no ethnic, racial or -for that matter- "patriotic" issues at all. I think it is the opposite: it is full of risky and passionate arguments. The ad does not need to contain or openly argue on racism, revenge or resentment: as advertisers, we all should know that we just need to mention a subject to have the people doing the rest and filling the image with their own feelings.

In Mexico the 1848 war subject still removes lots of anger, frustration and cheap chauvinist discourse. We Mexicans have not yet finished swallowing the sour bottomline of the issue: that we lost those valuable territories because of the corruption, inefficiency, selfishness and negligence of our Governments, long before and long after that war.

So, after a few tequilas, when we fill our self-esteem with macho attitudes, we enjoy the false illusion that we might get back some day what we lost.

Indeed, Mexicans are going there ilegally today, not because Mexico is an ugly place to live, which is not, nor because they are willing to take power in the USA and throw away the "gringos", but because they don't find here the economic opportunities they can find in the USA.

If, for the Mexican market, the ad appeals to that vision of a supposedly ideal Absolut world, I think we should seriously question the "pledge of innocence" of the advertiser, who must have known that the subject of this ad implied some degree of "playing with fire", a fire of the cheap, macho, chauvinst kind.

On the other hand, Americans, proud of their rich and beautiful country, of which they easily and confidently consider themselves to be the "rightful owners", think they are being aggressively assaulted by millions of hostile aliens, but have never assumed a realistic historic view (which would imply another sour swallow) of the aggresive, greedy, unfair way they obtained that "rightful ownership".

Though an ad and its creator may proclaim themselves to be innocent, because their intention in this case was just to sell some (delicious) vodka and not to spark a sour argument, I cannot believe they were not aware that behind this subject are hidden many tons of old, rotten, disgusting thoughts, both sides of the border.

Respectfully, and even if I would never stop loving the wonderful liquor they sell, and their amazing ads, I don't think it is a good advertising idea just to "innocently" throw an "innocent" message without the consciousness that there is much to it than the bare eye can see. The bad feelings are not in the ad, but in the people who sees it.

Did'nt they do any previous research? I think one should not try to reach more than one can handle; if you are adressing a complex and conflictive subject, you should know you are doing that, and be prepared to assume the risks. But you cannot do that unwittingly and say you did'nt mean to offend anybody, just because you did'nt know the subject was touchy.

How very, very sad and depressing that those of us born in the US (to parents with immigrant ancestors) remain so blind and fearful. The venom Laura was subjected to is entirely unwarranted and unjustified.
That venom (including the disgusting comments here from the truly whacko fellow from LA) is mindless reactionary behavior that (IMHO) stems from the fear and ignorance of the sender.
Sadly, far too few US students know much about our history. I'm willing to bet that nearly every person sending a bitter, racist comment is a person who has NO idea that the ad's map is an accurate representation of the political reality of the period only a short 160 years ago.
Such a fearful country we have allowed ourselves to become...and thus so easy to manipulate in the purchase of unnecessary products and political demagoguery.
I hope the soul of the US is not beyond saving. Perhaps there will finally be a day when those of us born in the US understand that we cannot claim the title of American until we join the ranks of Americans: those who live and strive for better lives in the Americas—anywhere between Canada and Chile.
Laura, it sounds as if your parents gave you incredible equanimity, which you're demonstrating in this situation. Deep condolences on your mother's passing.
Joe Kelly, Minnesota

Hi Laura,
Thanks for your post. It's very timely because I just saw a snippet for a news segment about this "outrageous" advertisement last night, missed the actual segment, and was left wondering what all the controversy was. Funny -- I'm still wondering what all the controversy is! In any case, I side with the "sour"ness you feel. I'm all-American, 0% Latina, and 100% in favour of advertising that celebrates differences, humour, and creativity. Absolut has been lauded for these traits since their former campaign, and this particular advertisement is no different. I call to mind this ad from Absolut's former campaign:


This ad celebrates something endemic to New Jersey to be heralded and related to by New Jerseyans (like myself). Does the ad you posted push the envelope a little more? Sure. But the driving creative force behind both ads is the same! I'm disappointed by the hypocrisy and lack of appreciation for creativity, to embrace the former and shun the latter.

...and what everybody else said too!

http://www.absolutad.com/gallery/jersey.jpg

Sorry, I tried to post the image within my text but I guess that capability is disabled.

Having grown up as a white minority in a Hispanic neighborhood in Albuquerque, NM, I can empathize with Ms. Martinez. The high school I attended was 60% Hispanic, 30% white, and 10% Native American. Now that my family and I have moved away from the Southwest, I am constantly amazed at the fear and loathing I encounter from other whites regarding what they consider to be the 'invasion' of America by Mexico.

The Hispanics I knew growing up and those I call friends today are hard working, intelligent, creative, and compassionate. They love America and even those who are still citizens of Mexico have shown a willingness to join our armed forces and put their lives on the line to defend our freedoms.

Where is this fear coming from? Is it because immigrants - legal and otherwise - are willing to take the jobs that white Americans shun? Is it because Mexican nationals working in this country send the bulk of their wages back to Mexico to support their families? Is it because they speak two languages, one of which most whites don't want to take the time to learn? Whatever reason these people think they have for their prejudices, they are not founded on knowing the Mexican people, spending time with them, learning about their colorful culture and history, and enjoying their unique contributions to American culture and history.

When I saw the ad, it made me smile. I didn't feel threatened, didn't see it as a warning of things to come, but thought that it hit the mark the advertiser was trying to hit. And for those of us who know and love the Mexican people, it gave us a chance to share a moment of unity in their struggle for a better life.

I, for one, have grown weary of the entire immigration debate. The fact is that we share a 1,969 mile long border with Mexico. We should be looking to strengthen our ties to Mexico, not build fences. Our destinies are linked, both by our history and by geography. We should be working closely with the Mexican government to provide incentives for increased American investment in Mexican industries, infrastructure support for Mexican cities, and other economic and social initiatives that will help Mexico to become a 'first-world' nation and a viable partner for America at our southern border.

As far as I know, every white American has an ancestor who came here from somewhere else. Most came to pursue a better life and more economic opportunity. Did they come here illegally? Ask the Native Americans. There was no INS in those days. It seems disingenous to now suggest that the door is shut and no one else is allowed to come in.

Ms. Martinez, please don't let this unfortunate episode give you the impression that all white Americans share the views of the xenophobes. Sure, these people are out there and they are vocal, but I believe most people recognize the reality and are willing to find ways to help our two societies to peacefully coexist.

WW Airy
Charlotte, NC

OK, how about an Absolut map ad..."In an Absolut World".... showing the full territorial reach of the Third Reich? How about Africa at the height of European colonization just prior to WWI? The Soviet Bloc right through Poland, the Baltics, E. Germany, et al? How about the Confederate States of America? Mightn't all of these appeal to the sensibilities of certain Absolut consumers?

No? Oh, then one must admit that there is a political element in the creation of the campaign.

By the way Gerardo Kloss has a much better grasp of the historical realities than most. The fact is that Mexico, as a sovereign state, only "controlled" those now U.S. areas for about 20 years; it was Spanish and then French beforehand. It's been non-Mexican for over 150 years.

This ad was created to play directly to Mexican nationalism and to pander to the formerly fringe Aztlan movement.

I think the problem is that you have to understand the market and research what the market's reaction will be to a specific campaign. You can call it whatever, but the reaction was guaranteed. As in the Super Bowl Snicker commercial with the "kissing" mechanics, it was obvious on the kind of reaction that ad was going to receive. We're talking to a male-oriented audience that doesn't relate to males kissing.

So, if you want to call the reaction to the Absolut campaign racist or stupid, it doesn't matter. The campaign may be funny to some, but it made a major hit against Absolut and I'm sure Abolut didn't appreciate that reaction - they had to apologize.

So, if I were the client, Absolut, I would fire the agency or marketing firm that caused this reaction. The client is not in the business of making political statements - they're in business to sell product. And this campaign isn't going to sell product - as the reaction has proven.

Lighten up, people. It's just an ad.

No it's not just an ad - it's a client's money. We're not in the entertainment industry. We're out to help clients sell products. Try saying that "it's just an ad" to the client who just paid you to produce this campaign and got this results. I would fire you on the spot. And that's the real world.

Where was all of this out cry and venom for the video that is posted in the Big Tent? No one is attacking that. Why is that? Hmmm.

Laura, the loss of a mother is a pain no one can explain or share. We each love our own mothers differently, but we love them. Hold on to her words, her smile, the way she spoke without saying a word - hold on to her love. I am so sorry for your loss.

Let's see how the Mexican's react when Absolut runs an ad showing Mexico as the 51st state.

Dear James, enlighten up, pal! It's just an ad... that make thousands of people angry. It's just an ad saying: "In an ideal world you could kick away your neighbors".

We assume a responsibility for what we advertise? Or we float along over our cretive ingenuity, wondering why society grows distrustful of advertising?

This ad contains a bold political statement. Sorry for those who can't see it, but it's there. I remember the times, not so long ago, when road maps of Guatemala included Belize and the legend "Belice es Guatemala". License plates from Venezuela, as redesigned by Hugo Chávez, show the shape of the country including half Guyana. Haiti and the Dominican Republic were on the brink of a war because of a post stamp with an error in the drawing of their border. It's like saying "c'mon, man, a flag is just a piece of fabric". I don't like things to be like this, but there are pieces of fabric you can burn in the street without making no one angry, and then there are other you just can't. There is no use in ignoring that.

BTW: There is no such "Mexican Agenda". Things are much more complex than that.

Politician's agenda, both sides of the border, is clinging to power by stimulating fears and phobias among their voters with false speechs, that tend to reduce an extremely complex situation to its simplest expression: "vote good, not bad".

Ordinary people's agenda, both sides of the border, is clinging to their language, traditions, ideals, food, music and attitudes, while doing their everyday's business the best they can, trying to be paid the most and get a better life.

Yes, I think we Mexicans still have a quite tall amount of laundry to do, in order to turn this country into a better place to live, so things like the California loss don't happen again and that millions of young, hard working people don't have to leave, and Americans are not necessarily to blame for that.

Americans also have their own pending homework, for they have lost a lot in several subjects, such as economy, human rights and world peace. Mexicans are not to blame for that.

Conspiracy theories, flaming patriotic discourses and putting the blame on the other only contribute to the purpose of not doing each one's own homework. There are idiots, liars and criminals both sides of the border, we just have very different ways of viewing the universe.

I still think, though, advertising should be careful and responsible when feeding the animals.

My best thoughts for Laura, hoping she finds the force to cope with her loss, and to anybody who has ever been harrassed by an idiot just because of some stupid mental scheme intended to avoid the exhausting task of understanding how complex reality is.

this is a quality ad.... dare i say a multicultural one, at that.

it's kinda harmless to be honest--there were no U.S. media buys for this one, it's a targeted buy.

As for the all the xenophobia and bias and threats, it's not much worse than being ethnic or urban in the ad world.

Maybe I'm too naive, but I didn't find it at all offensive. As pointed out, it was targeted to a specific country, and it has a bit of humor. It's no more offensive than if the ad had been run in the American South with a confederate flag covering the US. Oh, wait, that would probably offend people too. Maybe it's not the ad. Maybe it's us. I mean "U.S."

The Confederate flag flying over the South - what a brilliant comparison. Knowing the "cool" stupid marketeers these days who are appealing to the "stupid" generation, why don't we run this ad and see what happens?

Can you guess or does it take a 5th grade education to figure the results of that campaign. Or should the blacks just sit back and laugh at the humor? Is it US of is it THEM that just can't take joke?

Sorry to hear about your mom. I hope you are feeling better.

I am tagged as 100 percent middle-class white woman and the ad made me smile - I thought it was clever and if I were the target of the ad, I'm sure it would make me smile even more. But of course, I'm not a paranoid "American" who is incensed by Mexicans - to me they are residents of a lovely country that I adore and love to visit and that has a fascinating and diverse history and culture. What a bunch of over-reaction by a bunch of paranoid ninnies.
J. Mann, Kansas City

It´s just an ad, not a political statement.
It is like a joke about Poland, France or Peru, jewish people, spanish or dumb blondies. We should laugh only when it is about somebody else? And our sense of humour?
Those who listen a joke, like those that read anything funny, should remember to smile and not to take it seriously.
Considering target and objective, this ad is funny and delivers.
J.Leon, Lima, Perú

I love the ad. There's similar creative running in San Francisco showing California split between Northern & Southern California. It resonates. It's clear there's a friendly rivalry between north & south, SF & LA.

Jennifer Mann has it right, "What a bunch of over-reaction by a bunch of paranoid ninnies."
Target marketing is exclusionary by definition (they didn't run it in El Paso), but unfortunately their media buy failed to exclude the humorless. This was nothing to apologize for, just clever, dry-wit advertising that continues the brand's edgy legacy. The bad feelings that unfortunately befell Ms. Martinez rest with the beholders; they could use an Absolut. Or two. Arthur Parks

It's NOT just an ad, it's a political statement whether intended or not. And as you see, it turned out to be quite divisive whether intended or not.

Americans have been offended by some of the radical fringe groups who truly believe that this map SHOULD become reality as the country of "Aztlan". If you doubt this, Google "Aztlan" and read some of the pages--divisive and outrageous!

Wow, what an interesting topic! First of all, this is a perfect testament to the wildfire nature of the blogosphere, and definitely shows how a post that was simply meant to spotlight a creative advertisement can initiate such a strong reaction. I also think that the reaction in itself is a testament to something else – the ignorance and fanaticism of American patriots. The off-putting and unconstructive comments left on this post are exactly the reason why outsiders have such negative feelings toward our country. One remark made by 'Vallery' on the original March 31st post particularly struck me and frankly, made me ashamed of my citizenship. Instead of addressing the ad itself or providing a statement about its implications, Vallery decided to attack Mexico and its citizens, stating that "the whole Mexican country is run by rich elitist thugs that ship their poverty stricken poor to the USA as a cash crop." Another comment made my 'Trolls.net' is even worse, asserting "I just want my lawn cut every couple weeks in the Summer and the occasional drywall and paint job done correctly. If I get a sober beaner to do the work, it's a bonus." It is unbelievable to me that people can be so zealous and bigoted, and it makes me wonder if it is even worth it to try to defend the character of the country that I once thought to be so liberated and accepting.

As for the ad itself, I think it is just as brilliant and compelling as the rest of the ABSOLUT campaign. Not only does it speak directly to its target, but it cleverly ties into an unspoken cultural state of mind. And this is not to say that I think that Mexicans want to invade the US or take over any of our land. The whole point of these ads, as stated by ABSOLUT, is to "invite consumers to visualize a world that appeals to them." The key here is the fantasy element, and I don't think that any of these ads are meant to depict the political agenda of the company at all. The ABSOLUT world for Mexicans is comparable to the ABSOLUT world for women, where ads show a pregnant male and his happy, skinny, female partner. I think taking this campaign too seriously is a big mistake, but I also think it would be a mistake for ABSOLUT to overlook the fact that people are not always going accept their attempts at humor. A campaign such as this is certainly a sensitive one, and these kinds of reactions are something that should have been considered before the ad was launched.

Americans and Chinese Absolutely not so Different (http://www.tomhcanderson.com/2008/04/16/americans-and-chinese-absolutely-not-so-different/)

"So, if I were the client, Absolut, I would fire the agency or marketing firm that caused this reaction. The client is not in the business of making political statements - they're in business to sell product. And this campaign isn't going to sell product - as the reaction has proven."

It's more than obvious that Absolut had to approve the ad before it ran. Their Mexican agency (Teran/TBWA) can't be held responsible for something the client approved. It's not like they ran the ad behind their back. Once the client approves the ad, the responsibility becomes that of their marketing department.
Aside from that, TBWA and Absolut, have global contracts. Firing the Mexican agency is just plain nonsense.

Having said that, Laura, I'm very sorry for your loss.