The Mexican version of the north american map in their installment of the "In an absolut world" campaign, LA Times blogs [1] gossips that the ad has generated strong responses from people north of the border.
“I find this ad deeply offensive, and needlessly divisive. I will now make a point of drinking other brands. And 'vodka and tonic' is my drink,” said one visitor, called New Yorker, on MexicoReporter.com [2].
Seems the ad generally pissed off people on the northern side of the border, so much so that the Absolut Vodka site now carries an explanation of the ad (and more hating comments): In an ABSOLUT World according to Mexico [3]
The In An Absolut World advertising campaign invites consumers to visualize a world that appeals to them -- one they feel may be more idealized or one that may be a bit "fantastic." As such, the campaign will elicit varying opinions and points of view. 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.
I didn't interpret it any other way, but I guess some people did.
As a global company, we recognize that people in different parts of the world may lend different perspectives or interpret our ads in a different way than was intended in that market. Obviously, this ad was run in Mexico, and not the US -- that ad might have been very different.
By Paula Eriksson, VP Corporate Communications, V&S Absolut Spirits
But the commenters are peeved that this isn't "an apology" though I fail t see why people not subjected to the ad in US media should be apologized to. Yes, god forbid people have different points of view in different countries and that local ad campaigns are adapted to local markets. Must stop that right now. Sheesh.
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