It is interesting to see how buried issues from the past are still live and even serve as inspiration for current advertising campaigns. This is the case of Absolut Vodka who’s advertising agency in Mexico, Teran\TBWA has launched a billboard and press campaign featuring the map of Mexico extended north into the US, kind of like invading. An image a bit controversial depending on the angle and sensibility that one can see it.
Many find this campaign offensive just by reading at some of the comments posted in La Plaza blog, but to get a kick out of the ad is good to think about the different cultural idiosincrasies that every culture has and that has been used as a “creative way” to tap into the national pride of Mexicans.
You be the judge.
Image source: Flickr
Comments
That is not an invasion. The map shows the original size of Mexico when it achieved independence in 1821 -i.e most of current western US used to be part of Mexico.
In 1836, American settlers proclaimed the independence of Texas, formally a Mexican territory. The US annexation of Texas in 1845 prompted the Mexican-American War (1846-1848), after which Mexico was forced to cede 525,000 square miles of territory (42% of its pre-war territory, 12% of the US’s current territory).
Mexico didn’t have much choice: a US army occupied Mexico City, and the alternative was total annexation. The Mexican Cession consisted of the territories of Alta California and Nueva Mexico, out of which were eventually formed the US states of California, Nevada and Utah, and parts of Arizona, Colorado, New Mexico and Wyoming.
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