A Mexican ad for Absolut Vodka, re-creating a 1830s era map (where Mexico included California) has caused a stir north of the border, while the intended audience generally found it amusing. The Swedish vodka maker has said the ad depicts a time when the Mexican population might feel the borders were more authentic.

The ad, which was only intended for a Mexican audience, brought up a slew of animosities just as the debate about illegal immigration rages in the United States. Calls for boycotts of the company came from dozens of mostly conservative blogs, and even produced an anti-immigrant (photoshopped alternative).

“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.

But that was not enough. This week the company issued a formal apology: “As a global company, we recognize that people in different parts of the world may lend different perspectives or interpret our ads in a different way than was intended in that market, and for that we apologize.”

There hasn’t been any polling on this matter, but one might assume that the vast majority of Mexicans, Mexican-Americans and ‘Gringos’ responded the way Absolut intended them to, with a sly smile. Mexicans understand the border is not going to change. Most people, if they understand corporate advertising, know that Absolut would not make a political statement about Mexico needing to take back their land. It’s an ad, pure and simple, with tongue-in-cheek humor used to push product. Period. They even got some press attention out of the controversy, which may have been their plan all along.

But the issue brings up another question that’s not discussed in mainstream media: why do so many Americans have chips on their shoulders about the border? After all, didn’t the United States, you know, win this issue 150 years ago?

Tags: Absolut Vodka, ad, America, Mexico, nationalism, protest

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