Absolute Vodka, long known for its artsy and cheeky ads, has set off a bit of a media firestorm with its latest ad targeted to the Mexican market. The ad, titled In an Absolute World, features a map of North America where Mexico includes its historical territory of Alta California. Today these areas include the states of California, Texas, New Mexico, Arizona, Utah, and Colorado.
You can see the ad in the image below. “In an Absolute World” is a play on words for “In a Perfect World”.
The colorful ad is clearly designed to provoke a sentimental reaction for Mexicans but is stirring debate and anger from Americans.
Now, everyone in the advertising and media world knows that even bad press is good press and considering the exposure the Absolute Vodka brand is getting out of this current controversy it certainly is getting every one talking. But does it go too far? There are many people, those offended by the ad, commenting on blogs stating they will no longer be drinkers of Absolute Vodka. While others feel the ad was released to the Mexico marketplace and as such is entirely appropriate.
Due to the backlash they’ve received in the American media, Absolute has apologized for any offence created by the ad and have provided a qualification for the intent of the ad within the Mexican marketplace;
“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.”
Paula Eriksson, VP Corporate Communications, V&S Absolut Spirits
What are your thoughts?
We’d like to hear from;
- and everyone else
*we’re bound to hear lots from all sides.