Tom H. C. Anderson - Next Gen Market Research

In AdAge this week and in several blogs there is a lot of talk about an Absolut vodka ad.

As part of the new and so far rather successful ad campaign, “In an Absolute World” ads depicting what it would be like in an ideal world have been running across the globe. The specific ad causing all the fuss here in the US is actually one created by TBWA in Mexico which was run in a Mexican magazine and then found and spread over the web by US bloggers.

The ad depicts a map of North America with US States such as Texas, New Mexico, California, Nevada, Utah, Northern Arizona, Western Colorado, and southwestern Wyoming, all still part of Mexico. These belonged to Mexico after the Mexican war of independence from Spain in 1821. The US took these states in the Mexican-American war of 1846-1848.

According to a “poll” conducted by the Los Angeles Times (n=67,000), 62% of Americans agree with the statement “The ad is an affront to Americans. I’m going to boycott the product”. Causing Absolut to apologize.

So what does this have to do with Chinese you may be wondering?

Well, there’s also been a lot of talk in the press lately about China and Tibet. Many in the West are calling on China to ease up on and even allow Tibet independence . Last week US House of Representatives Nancy Pelosi even said that “Most insulting of all is that China insists that the torch go through Tibet… The world should not allow that to happen,” and was able to get a resolution passed by a vote of 413-1 to ask China to end its crack down in the region.

My argument is that the Chinese are no more likely than Americans to consider giving up land that has belonged to them for a very long time. So I don’t understand why the west is surprised to see Chinese all over the world rally in support of the Chinese government in this case.

Mexicans don’t complain when the Olympic torch goes through their former states, perhaps we shouldn’t complain so much either?

Rveryone, just chill out, and enjoy a glass of that excellent and neutral Swedish beverage, Absolut! (I like mine on the rocks with soda and a lime)

- Tom

PS below are a few examples of other “In an Absolut World” ads: