Absolut Ignorance

A current Absolut ad running in Mexico has managed to elicit cheers from Mexicans and (who would have guessed) condemnation from people in el Norte.

The billboard and press campaign, created by advertising agency Teran\TBWA, is a colorful map depicting what the Americas might look like in an "Absolut" (perfect) world.  The U.S.-Mexico border is shown as it was prior to the Mexican-American war of 1848 when California was Mexican territory known as Alta California.

As a professional designer, my opinion of the ad is three-fold:

(1) The cartographical divisions depicted are not readily apparant due to how we have been conditioned to "see" the shape of the U.S., so it takes a moment to "see" the border lines. This is effective because it illicites a reaction once the message becomes clear. Overall, I like the ad and think it is very relevant to today's political climate.

(2) The political nature of the ad is obvious. Absolut, a Swedish company, approved this ad knowing fully well it would elicit cheers in Mexico and jeers north of the border fence. I also can't help but chuckle at the bottle placement.

What astounds me is how easy it was for Absolut to achieve what I believe was the goal of the ad - to reveal the true nature of Americans. A quick read through the comments section of the related LA Times Article highlights the average American's profound ignorance of history, culture, and politics as well as a complete lack of humor. The responses go a long way toward proving what much of the rest of the world now sees as reality, that America has become an angry and intollerant nation.

We have so little grasp of global, national, and local issues, that it is easier to take the time to vent about an Absolut Ad than it is to have a reasonable discussion about immigration ... because, somehow ... somehow, this ad represents Mexico's attempts to overtake the U.S. through illegal immigration. Note: Boycotting a mediocre vodka will not stop illegal immigration.

(3) Who cares!?

Conclusion: The ad is very effective y amo México