California

Campaign
Agency Network: 
Published/Aired: 
May 2008
Absolut:  California

Description

Print advertisement created by TBWA, United States for Absolut, within the category: Alcoholic Drinks.

Caption

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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Highest Rated

Mr. R's picture

I see no relation with some of the ads in this campaign, ì really don`t like at all.

Mr. R
Activity Score 80
Creative Director Insight-DDB
Ad_Man's picture
Ad_Man
Activity Score 826

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

caloca's picture

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?

caloca
Activity Score 276
Other
ivan's picture

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.

ivan
Creative Director at Ads of the World
Guest's picture

Long story short, we (mexicans) did not loose that piece of land neither was stolen from us, it was a very legal well stipulated economic transaction. We needed money too support our war against the the french invation so (wisely and luckily) USA aproach Mexico to offer money in exchange of a piece of land (half of wht used to be california), not the greatest move but desperate times ask for desperate measures. If all of this havent happend I would probably be speaking to you in french. This is the true story but not the most popular, not even in Mexico.

Guest
sirvan's picture

Wow. It's nice to hear the truth about this issue... very rare, that.

sirvan
Activity Score 29856

+++

"I love some things, and don't love some other things."

Ad_Man's picture

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.

Ad_Man
Activity Score 826

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Lip's picture

The set of the campaign is very good.

Abraços, Pedro Paes.
www.labomboneracriativa.blogspot.com

Lip
Activity Score 234
khalsain's picture

Absolutely agree with Ivan on the breaking down barriers rather than dwelling over the past!

khalsain
Activity Score 264
ad agency
omni's picture

if would have been more affected if it was called "Sur California"

omni
Activity Score 137
Mr. R's picture

I see no relation with some of the ads in this campaign, ì really don`t like at all.

Mr. R
Activity Score 80
Creative Director Insight-DDB
teenie's picture

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.

teenie
Activity Score 1894
Copywriter
Guest's picture

i dont see what the big deal is... i mean what if its just commenting on the differences btwn norcal and socal... cuz they are practically rivals.

Guest
Guest's picture

Why are people talking about the Mexico ad, when this is a forum regarding the Nor/SoCal ad?

Guest
Andrey Vaslit's picture

Solo para gringos (que sepan) o para conocedores globales.
No para bebologos.

Andrey Vaslit
Activity Score 210
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