The Absolut ads used to be intelligent, funny, insightful, tongue-in-cheek, often strangely beautiful to look at. They were iconic and memorable. I tore one out of a magazine and took it on a plane with me to New Orleans on my way to Jazz Fest. It made me smile, and since it was about Jazz Fest, it was done just for me. Isn't that what an ad should be?

I used to think that Absolut was a drink for grownups. Their new ad direction, however, is a huge turn off. People pillow fighting around the globe is not insightful, not provocative, not funny, not entertaining. Redrawing the borders of the US (and, by the way, your describing American history as a 'land grab') can only point to an alarming lack of education in history, sociology, and political science, not to mention marketing. If this is what passes for provocative, let me off the bus.

Thanks for your feedback, Linda. We thought it'd be interesting to start a discussion on this issue.

Do you think, maybe, that Absolut's new direction might be an attempt to appeal to the younger vodka drinkers who aren't quite ready to spring for one of the many top-shelf brands out there now? In other words, are the ads bolder and more controversial because Absolut's target market has shifted?

For a brand that was once one of the few premium vodka brands on the market, Absolut now has a tougher row to hoe.

As for the "land grab" thing, it wasn't our description but was instead a reference to the advertiser's quote in the LA Times' blog post, the premise that prompted several of the reader comments that followed:

"The campaign taps into the national pride of Mexicans, according to Favio Ucedo, creative director of leading Latino advertising agency Grupo Gallegos in the U.S., which was not involved in the Absolut campaign.

"Ucedo, who is from Argentina, said: 'Mexicans talk about how the Americans stole their land, so this is their way of reclaiming it. It’s very relevant and the Mexicans will love the idea.'"

Thanks again for your feedback.

I think the ad appeals perfectly to people that indeed do have a good knowledge of history and the role that America played in the development of the underdevloped, specifically in Mexico. It appeals to those that are keenly aware of the injustices in the world.
This is continuing Absolut's history of ads that are...debatable.

I think the ad is great, I'm not sure what all the fuzz is about although i think it's funny that Mexicans still have a sore azz after getting it handed to them over a hundred years ago, but if it helps sell vodka, DO IT! Maybe they should of made teh entire North America one big Mexico! That would really stir National Pride!!! Go Mexicans!!!

I agree with Christen! I find this ad very clever and creative and as a white American...a TEXAN, I do not find it offensive at all but rather quite entertaining! Bottom line: it's just plain 'ole GOOD advertising.

BECAUSE of the controversy it now makes me want to switch from Grey Goose (at least for one drink!) to Absolut! : ) CHEERS!

Their old ads were more creative and identified the brand better by using the shape of the bottle in the illustrations. For this campaign, making the Mexican territory extend in a manner that vaguely represented this old map but was really in the shape of the Absolut bottle would have been more playful and carried a better brand image. I think that would have been a better approach.

Aside from the marketing, for a truly great vodka, try Hangar One. It is made by true craftsmen and is much better than Absolut, Grey Goose, Kettle One, or any other. (And they don't use advertising. They they rely on their quality to carry word-of-mouth publicity and they also target relationship building with bartenders.)