UPDATE: Absolut says ‘Sorry.’

Here’s the Absolut ad that first appeared in Mexico:

It depicts the border between Mexico and United States prior to the February 2, 1848 signing of The Treaty of Guadalupe Hidalgo following Mexico’s loss of the Mexican American War. The terms of that Treaty were changed by the United States and some believe that the USA never legally acquired the Southwest from Mexico.

Prior to ratifying the treaty, the US Senate made two modifications, changing the language of Article IX (which guaranteed Mexicans living in the purchased territories the right to become US citizens), and striking out Article X (which conceded the legitimacy of land grants made by the Mexican government). On May 26 1848, when the two countries exchanged ratifications of the treaty of Guadalupe Hidalgo, they further agreed to a three-article protocol (known as the Protocol of Querétaro) to explain the amendments. The first article claimed that the original Article IX of the treaty, although replaced by Article III of the Treaty of Louisiana, would still confer the rights delineated in Article IX. The second article confirmed the legitimacy of land grants pursuant to Mexican law. source

Absolut? Welcome to the world of instant global communication. But I know you’ve met. Unless I am specifically informed otherwise, I feel sure that Absolut is absolutely tickled about all of the publicity this ad is generating. All publicity is good publicity, right? Maybe.

Since Absolut is mining history for new ideas about how to sell booze, it seems to me that Absolut’s next ad should be one that features the Confederate States of America in all of their pre-Civil War glory. Hmm. How about Absolut Secession? Catchy, right? Smack the Stars and Bars right in the middle of that ad and you and I both know that a certain segment of the American population would cheer and certain others of us would be outraged. But what would Absolut be selling really?

Although the ad appeals in a daydreaming, head cocked to the side, eyes toward the sky “if only…” kind of way it is divisive given our overheated idealogical wars about immigration in this country. Mostly, I think the Reconquista ad was a dumb move on Absolut’s part for a simple non-political reason. You want to associate a liquor brand with feeling good, happy. And now, my once a year Absolut Mandarin and cranberry feels tainted. 24 hours ago I thought Absolut and I thought of cool print ads, backlit bars, too loud music, and laughter. Now, I think Absolut and all that’s going through my mind are the contentious threads I’ve been reading in response to this ad.

I think I need a drink.

Crossposted at The Unapologetic Mexican.