Tuesday Map: Absolut Reconquista

This week’s Tuesday map comes to us from a billboard controversy south of the border. Created by advertising agency Teran/TBWA and launched a few weeks ago in Mexico, the Absolut billboard ad depicted pre-1848 North America -– before the treaty of Guadalupe Hidalgo turned Mexican territories into what is now the American South West. The ...

595576_080408_absolut_conquista2.jpg
595576_080408_absolut_conquista2.jpg

This week’s Tuesday map comes to us from a billboard controversy south of the border.

This week’s Tuesday map comes to us from a billboard controversy south of the border.


Created by advertising agency Teran/TBWA and launched a few weeks ago in Mexico, the Absolut billboard ad depicted pre-1848 North America -– before the treaty of Guadalupe Hidalgo turned Mexican territories into what is now the American South West.


The campaign was obviously intended for a Mexican audience, as Favio Ucedo, creative director of a top Latino advertising firm, explained:

Many (Americans) aren’t going to understand it. Americans in the East and the North or in the center of the county — I don’t know if they know much about the history… Probably Americans in Texas and California understand perfectly, and I don’t know how they’d take it.”

But Absolut quickly learned just how some Americans would take it: not well.  Although the ad never appeared in the U.S., it was picked up by American media outlets, causing a flurry of complaint from U.S. citizens (some more creative than others).

As of Friday, Absolut’s maker Vin & Spirits had decided to withdraw the apparently offensive advertisement even though it “was based upon historical perspectives and was created with a Mexican sensibility… [and was] in no way was meant to offend or disparage, nor…advocate an altering of borders…”

Lucy Moore is a researcher at Foreign Policy.

More from Foreign Policy

Keri Russell as Kate Wyler walks by a State Department Seal from a scene in The Diplomat, a new Netflix show about the foreign service.
Keri Russell as Kate Wyler walks by a State Department Seal from a scene in The Diplomat, a new Netflix show about the foreign service.

At Long Last, the Foreign Service Gets the Netflix Treatment

Keri Russell gets Drexel furniture but no Senate confirmation hearing.

Chinese President Xi Jinping and French President Emmanuel Macron speak in the garden of the governor of Guangdong's residence in Guangzhou, China, on April 7.
Chinese President Xi Jinping and French President Emmanuel Macron speak in the garden of the governor of Guangdong's residence in Guangzhou, China, on April 7.

How Macron Is Blocking EU Strategy on Russia and China

As a strategic consensus emerges in Europe, France is in the way.

Chinese President Jiang Zemin greets U.S. President George W. Bush prior to a meeting of APEC leaders in 2001.
Chinese President Jiang Zemin greets U.S. President George W. Bush prior to a meeting of APEC leaders in 2001.

What the Bush-Obama China Memos Reveal

Newly declassified documents contain important lessons for U.S. China policy.

A girl stands atop a destroyed Russian tank.
A girl stands atop a destroyed Russian tank.

Russia’s Boom Business Goes Bust

Moscow’s arms exports have fallen to levels not seen since the Soviet Union’s collapse.