Remember way back, when Mexico and the United States went to war? Davy Crockett, “Remember the Alamo,” all of that good stuff? Probably not. Anyway, since the 1850s, the West has been part of the good old Estados Unidos de America and not part of Mexico, in accordance with the Treaty of Guadalupe Hidalgo. Flash forward to the 1970s. The growing Chicano, or Mexican-American, nationalist movement calls for the reclamation of the mythical, and geographically ambiguous, homeland of the Aztec, which is imaginatively named “Aztlan.” Skip ahead 30 more years, to modern times. The Los Angeles-based Mexican nationalist group, the Mexica Movement, demands that the indigenous peoples of North America overthrow the “White Supremacist ideology” and the established order in favor of where “Europeans are the illegals.” The Mexica Movement says that it plans to accomplish its goal of indigenous liberation through demographic expansion, hijacking the democratic processes of Mexico, Canada and the United States from the inside. And don’t believe for a second that the Mexica Movement is the only pro-reconquista group in existence, either. There are many more all over the nation, and if you speak out against them, they call you a racist and a xenophobe.
What’s with the history lesson? Last week, Absolut Vodka ran an ad in a popular Spanish-language magazine called Quien, which is basically the Mexican equivalent of our People magazine. In this advertisement, an alternate-history map of America and Mexico appeared, in which the American-Mexico border has been redrawn to represent the pre-1846 border. The advertisement is labeled “In an Absolut World.” So, in an “Absolut world,” Mexico would have retaken a good two-thirds of America, and the land west of the Mississippi and south of Washington would not be part of the Union anymore. When people called the company that makes Absolut, the V&S Group, to complain, they were told that the advertisement was “designed to appeal to Mexican sensibilities.” If by “Mexican sensibilities” they meant Mexican jingoism and reconquista philosophy, they’re telling the truth!
Let’s extrapolate this “Absolut World” a bit farther, shall we? Would an Absolut World have a Europe in which Nazi Germany successfully conquered the entire continent, giving that regime plenty of lebensraum in which to stretch its fascist limbs? Would an Absolut World feature a United States that executed the old belief of Manifest Destiny and ruled Canada and Cuba? Or would it have a Soviet Union that stretched from the Atlantic Ocean to the Pacific and Indian Oceans? It’s a cute advertisement, sure — but in a day when immigration is a touchy subject for a lot of people on both sides of the border fence, is it smart to be, at least inadvertently, saying that a successful Mexican Reconquista of American lands is a good thing? If you believe that it is smart to do such a thing, I’ve got some condominiums in Fallujah to sell you.
Normally, I’d be willing to give Absolut the benefit of the doubt. I mean, it could have been a complete accident that they designed an advertisement that appears to drink to the concept of Mexicans conquering the United States, right? However, I can’t reasonably believe that running an ad campaign targeted at a region and a demographic that would be likely to believe in reconquista is an accident. When companies start promoting racist ideals such as this, that’s when I take my business elsewhere. Until next time, cheers!
Jesse Hathaway is a junior English major. Send him an e-mail at jh309105@ohiou.edu.
Reader Comments
"You know what has been heartening the past two days as reaction to the Absolut Reconquista ad continues to pour in? The fact that so many of you still take our sovereignty seriously and are willing to give voice to your concerns without apologizing for it. I’m including a sample of e-mails below.
But first: The advertising firm that created the Absolut Reconquista ad is Teran/TBWA. Teran is based in Mexico City. The company’s website boasts a pretentious statement of philosophy advocating “disruption” as a “tool for change” and “agent of growth.” (Scroll your mouse over the little buttons in the upper-right margin.) The firm advocates “overturning assumptions and prejudices that get in the way of imagining new possibilities and visionary ideas that help create a larger share of the future.”
Translation: The company advocates overturning borders that get in the way of imagining new maps of North America that help Mexico create a larger share of the continent.
" Michelle Malkin -- http://michellemalkin.com/2008/04/04/absolut-arrogance-and-the-advertising-agency-behind-the-reconquista-ad/
After taking alot of heat for their support of the Reconquista movement, Absloute has posted the following:
Posted Sunday, April 06, 2008, 7:38:29 PM
During the weekend we have received several comments on the ad published in Mexico. We acknowledge the reactions and debate and want to apologize for the concerns this ad caused. We are truly sorry and understand that the ad has offended several persons. This was not our intention. The ad has been withdrawn as of Friday April 4th and will not be used in the future.
In no way was the ad meant to offend or disparage, or advocate an altering of borders, lend support to any anti-American sentiment, or to reflect immigration issues.
To ensure that we avoid future similar mistakes, we are adjusting our internal advertising approval process for ads that are developed in local markets.
This is a genuine and sincere apology,
By Paula Eriksson, VP Corporate Communications, V&S Absolut Spirits
I guess in their Absolut "perfect" world, they didn't expect Americans to be outraged at their 'reconquest' agenda. Probably a bad week in their international marketing department.
I like it, Jesse. Can't wait til you have the PC calvary all over your ass.
I agree with Hathaway that the add was certainly inappropriate given the current sociopolitical aura around US-Mexico relations. Definitely a bad move on Absolut's part.
I'm not sure about the racist-ness of the ad though... I don' think Absolut was trying to offend anyone and going so far as to say the ad is racist is stretching it. It doesn't really direct itself at any race... more a nation...
Definitely a poor decision though, whoever had that idea and whoever let it get published should be fired immediately, they're going to cost that company a lot of money (though none from me because that's still some great Vodka).
Nazi Germany was never indigenous to most of central Europe, cowboy. You need to work on some better analogies.
Oh boy, Jesse, you have to read more history. Let's put aside your being scandalized by the ad for a second. The Alamo happening was in 1836. The Mexican-American War happened between 1846 to 1848. The war, carried out by President James K. Polk, was a highly partisan affair carried out by Polk's Southern Democrats and their belief in Manifest Destiny. The Whigs vehemently opposed the war as unjust, considering that Polk sent a battallion into Mexican territory, and when they were slaughtered, claimed Mexico had invaded our territory and used the incident to push the country into war. Back then, the anti-war Whigs wouldn't even vote to fund the "illegal" war in Mexico. As you might of noticed, Democrats today won't take the strong a stand. So, moving on, after the Polk and Zachary Taylor, commanding the army, stomped the Mexicans and realized their "Manifest Destiny" of Westward expansion, they subjected the Chicano race (those Mexicans left in what would become U.S. territory) to indentured servitude and, essentially, the same treatment that the U.S. has given all Native Americans. Now, I suppose you're outraged by the advertisements, because, apparently it's hip for young Republicans especially but many political-minded people to be outraged and scandalized these days. But the Chicano movement is no new thing. And their point is not without validity, except they should be outraged at James K. Polk, and he's dead. I find it humorous that you brought up Manifest Destiny to argue your point against their cause. Nevertheless, compare your indignation at the Thought of having half of our territory conquered by Mexico to their Reality of having half of their territory unjustly conquered by Polk, Taylor and the Southern Democrats. And read more history.
I just want to point out, before the unreasonable people jump all over me. This isn't to say I support and "reconquest" of America, as somebody will surely try to spin it. Nor is it to say that I'm affiliated with any political party or have ever put any value in being "politically correct." What I do support is an accurate understanding of truth in history. My personal opinion about this particular bit of history is that James K. Polk was wrong and Abraham Lincoln and other politicians that opposed the Mexican-American war at the time were right. However, it is not our responsibility now to make up for their mistakes back then. It is our responsibility, however, to appreciate the truth of U.S. history, even if we find we don't like how the U.S. has behaved all the time, or some of the time.
The author's complete lack of knowledge about history is astoundingly horrific.
May I remind the author that the "settling" of the American West was itself an exercise in jingoism?
Shouldn't it have been an ad for Jose Cuervo! LOL! Amiright?!
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