12th Apr 2008
Vodka can fix your international woes!
Or so Skyy seems to think.
If you haven’t heard about the recent “alternative” map in an Absolut Vodka advertisement, you obviously don’t read enough blogs. Try Strange Maps for a good, succinct description.
This (in part) was Absolut’s response to angry US residents:
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.
Apparently seeing a chance to continue the, uh, discussion, Skyy Vodka put out its own press release:
… Today, SKYY(R) Vodka… spoke out against suggestions by Absolut(R) Vodka to disregard [the Treaty of Guadalupe Hidalgo], as well as the joining of Texas to the Union in 1845, as depicted in Absolut’s recent advertising.
“Like SKYY Vodka, the residents of states like California, Texas and Arizona are exceptionally proud of the fact that they are from the United States of America,” said Dave Karraker, SKYY Vodka. “To imply that they might be interested in changing their mailing addresses, as our competitor seems to be suggesting in their advertising, is a bit presumptuous….”
“Don’t get me started on the Gadsden Purchase,” continues Karraker….
In 1848, the Treaty of Guadalupe Hidalgo had a number of far-reaching implications beyond simply “changing the mailing addresses” of Mexican residents. It also meant:
- Native Americans living in that region, who had been Mexican citizens, would have to wait a while to be recognized as citizens of any country.
- The slavery debate would be heated up as both sides of the issue wrangled over whether it would be legal to own people in the new territories. (It is odd to see the Civil War portrayed as a consequence of many changed mailing addresses.)
- The formerly Mexican citizens allegedly became American citizens, but quickly found their citizenship (and their land claims) did not have as much weight as those of white Americans.
It seems Karraker hasn’t read much of the history behind the map, or the history of the States he cites; nor is he interested in any consequences beyond the positive ones for the winning side. He also doesn’t want any Mexicans to buy Skyy (which plays neatly into Absolut’s advertising strategy).
Manifest Destiny isn’t a principle that Americans should be incredibly proud of. The issues it stirred up at Guadalupe Hidalgo 160 years ago are still simmering today. It happened, and we live with the consequences. It’s not likely that half the country will be given back to Mexico to right old wrongs, so it is petty to suggest that an advertising campaign could cause that, and farcical to suggest that the Treaty of Guadalupe Hidalgo worked out well for everybody. I am proud of my country. But that doesn’t mean that my country has always been right.
So, my point in a nutshell: vodka PR reps are not historians, and definitely are not diplomats.
I really liked the ad. It was clever.
Anyway, it’s not as if complaining that America stole half their country is major cultural outlet for Mexicans. But if it were, it would be little different from people in the South complaining about the “northern aggression.” The Mexican and Civil Wars are equally old news. The only salient difference is that the Mexicans have a much more legitimate gripe.