Recall Absolut’s recent ad with the bold caption “IN AN ABSOLUT WORLD” featuring Mexico’s border magically creeping up north swallowing the entire Southwestern part of the United States.
Below is the half-assed explanation and non-apology from Absolut:
In an ABSOLUT World according to Mexico Posted Friday, April 04, 2008, 5:26:34 PM
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.
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
It would have been a lot easier to say “Bad judgment on our part. We’re sorry.”
Ed, a reader at Michelle Malkin, thinks that Absolut would have done better with the ad below:
Filed under: Everything Else , Absolut, ad, boycott, In An Absolut World, land, map, Mexico, Southwest, Treaty of Guadalupe Hidalgo
