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Absolut: California
In an absolut world
Advertising Agency: TBWA, USA
Executive Creative Director: Gerry Graf
Creative Director: Rob Smiley
ACD: Pierre Lipton
ACD/Art Director: Pam Fujimoto
Copywriter: Dirk Henkelman
Art Director: Philip Borchardt
Art Producer: Julia Menassa
Photographer: Vincent Dixon
Retoucher: Helene Chauvet
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Comments
i think this was first. http://www.briefblog.com.mx/wp-content/uploads/2008/04/abssolut.jpg
Yes. This is the one that caused the big uproar and actually got pulled for it. I actually read somewhere, somebody quoted as saying "When I saw this ad I went to my liquor cabinet and emptied all my Absolut vodka down the drain." Pretty overboard if you ask me. I think its just not very well educated Americans taking this as an offense. THIS IS HISTORY people. This is actually what Mexico looked like before we got "robbed." (Please notice that I use quotation marks for that, cause one of our own did it to us.)
Also, this ad was running IN Mexico NOT the U.S. so it was never intended for the American audience. I have a teacher at school that was talking about this (He's a very cool guy, but a total "redneck, good old boy" type of guy) and he was talking about how disrespectful this was, etc... I couldn't believe that people get all riled up for something like this.
Oh well, anyone have any thoughts on this?
I don't know the history behind this event unfortunately. But every land changed hands and rules throughout history. It's always a soft spot for both parties. Hungarians are pissed to lose Transylvania after the first world war. Palestinians are pissed to lose land to Israel in the 60's. Tamil tigers claim part of Sri Lanka, etc. The solution is not to reinstate old borders, but to break down borders altogether, so all land will be free to travel, to work and live. Like it's happening in the EU now. Old grieves are all becoming less important as borders broke down.
i'm with you, pure history.
also i don't know what's the big del about it? no offence, but 1 out of 5 grad students from public schools can't locate the united states in a map.
The set of the campaign is very good.
Abraços, Pedro Paes.
www.labomboneracriativa.blogspot.com
Absolutely agree with Ivan on the breaking down barriers rather than dwelling over the past!
if would have been more affected if it was called "Sur California"
I see no relation with some of the ads in this campaign, ì really don`t like at all.
Nothing works as powerfully as local ads--especially those that play on regional differences. Unfortunatly, although these ads work best (as they get locals talking about them), then don't translate so well on an international scale. Very hard to win awards when 99% of people don't get your ad.
Still, ads are made to raise awareness, and that's what regional ads do.
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