Mexico re-conquers Southwest? Absolut drinks to that

A story in the LA Times last week featured the latest campaign in Mexico from Swedish vodka maker Absolut. The billboard and press campaign, via Teran\TBWA and now running in Mexico, is a colorful map depicting what the Americas might look like in an "Absolut" world.

The U.S.-Mexico border lies where it was before the Mexican-American war of 1848 when California, as we now know it, was Mexican territory and known as Alta California.

The campaign taps into the national pride of Mexicans, Favio Ucedo, creative director of leading Latino advertising agency Grupo Gallegos in the U.S, told the paper: “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.”