A vodka advertisement that put California, Arizona and several other southwestern states within the borders of Mexico “hearkens to a time which the population of Mexico may feel was more ideal,” according to the sponsor.

WND reported earlier when a new ad for Absolut vodka reconfigured North America according to the aspirations of many Mexicans, who believe the U.S. Southwest was stolen and should be returned.

Over a redrawn map of the U.S., the ad by the Swedish Absolut Spirits Co. declares, “In an Absolut World,” noted columnist and blogger Michelle Malkin.

Major Hispanic civil rights groups in the U.S., such as the National Council of La Raza, are tied to movements advocating a “reconquista,” or reconquest, of territory lost when Mexico signed the 1848 Treaty of Guadalupe-Hidalgo at the end of the Mexican-American War.

Malkin points out the Mexico City-based firm that created the ad, Teran, says its philosophy is advocating “disruption” as a “tool for change” and “agent of growth.” The firm encourages “overturning assumptions and prejudices that get in the way of imagining new possibilities and visionary ideas that help create a larger share of the future.”

The vodka company, however, has tried to explain that it had no political motives.

“This particular ad, which ran in Mexico, was based upon historical perspectives and was created with a Mexican sensibility,” said a statement identified as being from Paula Eriksson, with V&S, Absolut’s parent company.

“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,” she wrote to a Missouri vodka fan who expressed his concern.

“Will your company be running like advertisements in Denmark and Germany illustrating Sweden as the property of those respective countries, as they were in the historical past?” the fan responded. “You know, in an ‘Absolut World of Denmark,’ or an “Absolut World of Germany’ advertising campaign!

“Of course not,” he continued, “because doing so would be an insult to all Swedes worldwide. Do you see the fact-based common sense in my argument now? If not, then you and your company are completely out of touch with reality… The insensitivity of your company is growing with each passing hour, it would seem.”

In what Eriksson described as a template response, she told the Missouri vodka fan, whose name was being withheld, “The … 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.’ Obviously, this ad was run in Mexico, and not the U.S. – that ad might have been very different,” she said.

As WND reported in 2006, Rep. Charles Norwood, R-Ga., called on La Raza to renounce its support of the Movimiento Estudiantil Chicano de Aztlan – which sees “The Race” as part of an ethnic group that one day will reclaim Aztlan, the mythical birthplace of the Aztecs. In Chicano folklore, Aztlan includes California, Arizona, Nevada, New Mexico and parts of Colorado and Texas.

In 2002, a prominent Chicano activist and University of California at Riverside professor, Armando Navarro, told WND he believed secession is inevitable if demographic and social trends continue.

“If in 50 years most of our people are subordinated, powerless, exploited and impoverished, then I will say to you that there are all kinds of possibilities for movements to develop like the ones that we’ve witnessed in the last few years all over the world, from Yugoslavia to Chechnya,” Navarro said.

“A secessionist movement is not something that you can put away and say it is never going to happen in the United States,” he contended. “Time and history change.”


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Get Rep. Tom Tancredo’s “In Mortal Danger” direct from the people who published it – WND Books.

“Conquest of Aztlan”: Will Mexicans retake American Southwest?


Previous stories:

Company ‘gives away’ Southwest to Mexico

Website targets racist Hispanics

Marchers say gringos, not illegals, have to go

Cable news blamed for rise in Latino ‘hate crimes’

Pledge to Mexican flag captured on video

Chicago to sport red, white and green to honor Mexico

Mexican flag flies at U.S. post office

Public tax dollars fund racist school

Aztlan group blamed for newspaper theft

Activists working to ‘paralyze’ U.S.

‘Mexican Nazis’ in L.A.

Student group stands by ‘Reconquista’ plan

Is Mexico reconquering U.S. southwest?

Related commentary:

Mexico reconquers the U.S.

Las Razistas verdaderas

Reconquista is real

Is Mexico reconquering U.S. southwest?

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