The latest advertising campaign by Absolut Vodka for Mexico, created by Teran|TBWA, is causing controversy online. The creative for the campaign returns the lay of the land in the Americas to what it once was. The map depicts the whole of California as still part of Mexican territory, sporting its former name of Alta California - higher California.
Although the campaign caused no ripples south of the border, many in el Norte have found it offensive. Follow the story as it unfolds at MexicoReporter.com
Thank you to the ad agency for providing the image, which is running as part of a campaign in Mexico currently.
Alta California (Upper California) was formed in 1804 when the province of California, then a part of the Spanish Viceroyalty of New Spain, was divided in two along the line separating the Franciscan missions in the north from the Dominican missions in the south. The southern part became the territory of Baja California (Lower California). The two territories were also alternatively called Nueva California (New California; Upper California) and Vieja California (Old California; Lower California).
Mexico lost control of the territory as a result of the Mexican-American War.