Published On: Mon, Apr 7th, 2008

Does America really have to fear a Latino “Takeover”?

The LA Times just released an article concerning an ABSOLUT VODKA ad that has been under fire because certain groups believe it to be too “revolutionary” because it shows a map of Mexico prior to the Mexican American war? Do the “Gringos” really fear a reconquista?

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Absolut vodka ad stirs a U.S.-Mexico debate

Some in the north take offense at the depiction of an old border.

By Deborah Bonello and Reed Johnson, Special to The Times
April 5, 2008

MEXICO CITY — The latest advertising campaign in Mexico from Swedish vodka maker Absolut seemed to push all the right buttons south of the U.S. border, but it ruffled a few feathers in El Norte.

As word of the campaign spread across the border, primarily via the Internet, some in the United States began giving the campaign a much more hostile reception.

The colorful ad, created by the Teran\TBWA agency and the vodka maker, is a sight gag depicting what a map of North America might look like “In an Absolut world,” i.e., a perfect one.

It shows the Mexican border extending, very roughly, to its position during the 1800s before the Mexican-American War.

At that time, California as we now know it was part of Mexican territory and known as Alta California. Those territories eventually became U.S. property after the voluntary annexation of Texas and, later, the Treaty of Guadalupe Hidalgo.

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Does America really have to fear a Latino “Takeover”?