World Views

From Jackie Sheean:

This is an absolut vodka ad that ran in a Mexican campaign. It shows the absolut or “ideal” world. When people in the United States saw this ad, controversy arose. Some people even wanted to boycott the vodka, which is Swedish. This prompted absolut to release an apology statement: “We are sorry if we offended anyone. This was not our intention. We will try to explain. Though you may not agree, I hope you understand. We have a variety of executions running in countries worldwide, and each is germane to that country and that population. This particular ad, which ran in Mexico, was based upon historical perspectives and was created with a Mexican sensibility. In no way was this 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. Instead, it hearkens to a time which the population of Mexico may feel was more ideal. Obviously, this ad was run in Mexico, and not the US — that ad might have been very different.”

I thought the ad was clever, it is resonant in that it invokes a greater past, when Mexico had more territory. I think it could be very effective there. Besides, it’s what really happened. Why’d everyone get so but hurt??


One Response

  1. I am happy to see someone posted this ad on the blog. I do not understand how any American would think that this Ad is offensive. The only thing that is offensive is CNN’s broadcast of this advertisement. I watched the CNN broadcast about the ad and Lou Dobbs was very sarcastic when he spoke about the ad. He was constantly laughing and making jokes, here is one example, ” I think we should all feel a lot better knowing that Absolute vodka does not intend to change any of our borders through that ad.” Obviously we know the purpose of the ad was to get Mexicans to buy Absolute Vodka and not to change borders. It was simply a strategic method to reach a different target audience. The CNN broadcast only reiterated Americans’ refusal to deal with other perspectives and stereotyped us as being ignorant. The purpose of Advertising is to sell– people shouldn’t take things so personal.

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