April 10, 2008
The Absolut Ad: “In an Absolut World”
An Honest Question: Do You Believe the “Explanation”?
Vodka is known to "encourage" people do things they wouldn’t ordinarily do. Inhibitions are released, and spontaneity results. But, when I first saw the Absolut ad which ran in Mexico and then read the company’s apology – explanation, a little “spontaneity” of my own was provoked and an obvious question surfaced, seeking immediate expression:
Have the people at Absolut been sipping too much of their own product?
In case you didn’t see this controversy in the news, the Absolut ad showed a pre-1848 picture of the United States and Mexico. The territories including California, Texas, New Mexico, Arizona, and parts of other U. S. states were shown as territories under Mexican authority, captioned “In an Absolut World”.
Absolut Ad: Why Run Such an Ad?
The question is simple: Why run such an ad? Large companies such as this one pay millions of dollars every year to marketing agencies for Research… yes, research … which tells them about such things as “consumer attitudes”, “customer preferences and desires”. Let’s face it. The Absolut ad was not a lecture in some history class. Leftist oriented professors have been less brazen.
Are we being asked to believe that this ad just “happened” (spontaneously) and there was no indication to the company’s “Marketing” division that perhaps the people of the United States just might be angered over this, for any one of two very good reasons?
The obvious first reason would be: Didn’t “Marketing” know ahead of time that Americans just might be tempted to see this Absolut ad as anything but friendly to America? Our states represented pictorially under Mexican authority?
A second reason comes to mind, involving the potential for inciting anti-American sentiment below the border. Company representatives touted the Absolut ad as intended for a Mexican audience, recalling … "a time which the population of Mexico might feel was more ideal."
Uh… “ideal” for what?
- Ideal for inciting bitterness against the United States, since many Mexicans resent the loss of those territories?
- Ideal for recalling Mexico’s loss of territory due to its own political missteps under Santa Anna’s inglorious dictatorship?
- Ideal for recalling that arrogant dictator’s itch for war and boastfulness as “The Napoleon of the West”?
- Ideal for recalling the slaughter of the defenders of the Alamo?
- Ideal for recalling the gross violation of rights for years in the Texas territory in particular, until Texans, along side many indigenous patriots, refused to tolerate it any more?
Absolut Ad: Do You Believe the Explanation?
Marketing point: If you want “ideal”, go to Cancun. Don’t revisit politically charged history issues carrying emotionally charged expression, in the current climate of immigration bitterness, and claim, “In no way was it meant to offend…”
That’s sort of like parading a celebrity, known for entertaining Vietnamese troops, in front of American Vietnam veterans. Is there any question what “Marketing” should suggest to such a celebrity beforehand?
In a statement left on its consumer inquiry phone line, the self- proclaimed “globalist” company proffered this “explanation” concerning the Absolut ad:
“In no way was it 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."
Must be something in the Vodka.
Wayne Sedlak is an Internet Marketing Specialist. Anyone interested in learning how to write and get a business Online Check out LeveragingInfluence
