The ad by the Swedish Absolut Spirits Co. features an 1830s-era map where Mexico includes California, Texas, Arizona and other southwest states. The U.S. border lies where it was before the Mexican-American war of 1848 and before the Treaty of Guadalupe Hidalgo saw the Mexican territories of Alta California and Santa Fe de Nuevo Mexico ceded to the United States.
The campaign taps into the national pride of Mexicans, according to Favio Ucedo, creative director of the leading Latino advertising agency in the U.S., Grupo Gallegos.