Fine Lines and Sensitivity

Absolut Vodka recently ran an ad in their Mexican market (seen above) that basically says that in an Absolut (and perfect) world, Mexico would have all of it's territory as though the U.S. never robbed it from us (this author's opinion... :)). It's a commercial meant to do no harm... just that in a world- an Absolut world- everything is glorious and perfect and Mexicans would associate this glorious world with having their land. Let me tell you this first- most Mexican's don't think they'll get this land back ever... nor do they spend their days wishing they did or plotting to get it back.

But US consumers are so upset about this ad and find it so offensive... why? They can't handle that the U.S. took over Mexican land? Are they afraid that Mexican's are going to cross the borders armed with tanks and guns and take back the land? What are people so sensitive about?

On another advertisement note... I recently saw that some bar in some small city nowhere decided to advertise their taco/cerveza specials as such: Wetback Wednesday. And the community was in an uproar about this.

Let's discuss the differences:

Commercial 1, Vodka: Insults no one and jests at the fact that a perfect world for Mexicans would be a world where Mexicans owned Mexican land- what a concept.

Commercial 2, Tacos: Uses a common derogatory term for Mexicans to imply that on Wednesdays, said bar has cheap tacos and cheap beers.

Both Absolut Vodka and the bar have pulled their ads. Absolut with an apology for offending people and pointing out that this was for their Mexican market. The bar changed their sign to say something along the lines of: For the easily offended, now offering Mexican American Wednesdays. Clearly the bar missed the point BUT also brought up another good point... they also have White Trash Wednesdays and Trailer Park Tuesdays and no one complains about those... Well... yes. But this has been a long running argument. It's a very fine line that might always be blurry... what's the solution? I don't know. But if any of you are in marketing, I would suggest staying away from alluding to all racial jokes just to be safe.