Texas and California part of Mexico in Absolut Ad Campaign

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In 1848, the Mexican-American war was the culmination of the hostilities between the two nations after the US annexation of Texas from Mexico.

After Mexico gained independence from the Spanish Empire at the end of its War of Independence in 1821, the Mexican Empire inherited the provinces of Alta California, Nuevo México, and Texas, from Spain. Weakened and virtually bankrupt from the war, the new government found it difficult to govern its northern territories, which were thousands of miles from Mexico City, the capital.

Seeking to better control the border region of Texas, which had few settlers, the Mexican government permitted a few hundred U.S. families to settle the area. This, however, led to settlement of Texas on a scale unanticipated by the Mexican government, as its inability to control the border allowed thousands more Americans to settle than had been agreed upon. English-speaking settlers quickly formed a majority in Texas.

There was misrule from Mexico in Texas and after Texas had declared independence from Mexico post Texas Revolution, Mexico invaded Texas. On April 21, 1836, Texans defeated Santa Anna’s forces.

In the War that ensued, New Mexico, Texas and California became part of the US and the Mexicans were defeated.

In the last 50 years, it is believed that the reverse is probably happening. Texas and California are becoming predominantly Spanish speaking and Mexican dominant through a careful tactic of illegal immigration. It is a deliberate policy from the Mexican Government which nobody openly talks about but is probably at the back of every Mexican’s mind. It is “pay-back” time for the Mexicans!

That these three states form part of Mexico is the ideal world for Mexico (and also for the US!). So Absolut – the Vodka company, used this nationalistic cue for its nation-wide ad campaign in Mexico to gain visibility. Predictably, there have been calls for boycott of the vodka by the US consumers and it assumes special emotional decibel in this time of Presidential race when the issue of illegal immigration from Mexico has assumed such an importance!

The campaign, which promotes ideal scenarios under the slogan “In an Absolut World,” showed a 1830s-era map when Mexico included California, Texas and other southwestern states. Mexico still resents losing that territory in the 1848 Mexican-American War and the fight for Texas independence.