By Tovin Lapan
U.S. Absolut drinkers were drunk on furious rage recently when word got out that the company was running an ad in Mexico depicting a pre-1848 North American map—when Mexico controlled the entire Southwest and California—with the tag line “In an Absolut World.” Flooded with angry comments, Absolut yanked the ad and issued an apology on its website.
As a reminder, the Mexican-American War (known south of the Rio Grande as the U.S. invasion) ended with the Treaty of Guadalupe Hidalgo in 1848. Mexico ceded half of its territory, including what is today California, Utah, New Mexico, Arizona, Colorado and Nevada.
“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,” wrote Absolut spokeswoman Paula Eriksson on the company website. “Instead, it hearkens to a time which the population of Mexico may feel was more ideal.”
The site was flooded with thousands of comments calling for a permanent boycott of the libation, and a “Boycott Absolut Vodka” group sprang up on Facebook. Angry vodka-lovers accused Absolut of inciting illegal immigration and violating U.S. national sovereignty, and exploited the opportunity to lob racist rants.
“You should be ashamed to pay immature idiots to dream up your marketing ploys ...
“Hope those Mexican pesos are worthy of the loss of American dollars to you,” read one comment.
All of the vodka-induced vitriol fueled a rebirth of tirades against undocumented immigrants, and also sparked the inevitable question: What if Mexico had won the war?
More importantly, what would have become of Nevada and Las Vegas? A revisionist look:
• The MGM Grand would be called the Tenochtitlan Grande and, instead of the lion, would have the decidedly more badass golden eagle perched on a cactus eating a snake.
• The people who live here might pronounce “Nevada” (Ney-vah-dah) correctly.
• Gringo immigrants would stand on the Strip handing out cards depicting the Virgin of Guadalupe and other saints.
• Winner Winner Menudo Dinner!
• Getting married and divorced would be much harder.
• Traffic … would be the same.