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Article: Americans cry 'racism' over Absolut poster; Outrage over Mexican ad shows risky new side of globalism to marketers.(News)
- Article from:
- Advertising Age
- Article date:
- April 14, 2008
- Author:
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Copyright informationCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: LAUREL WENTZ
In a nightmare scenario for Absolut vodka and global agency TBWA, a print ad that ran only in Mexico was picked up by American bloggers, entered the blog-fed news cycle and inflamed U.S. anti-immigration factions, detonating racist comments and calls for a boycott of Absolut.
The ad, by TBWA Teran in Mexico City, was a local execution of the international "In an Absolut World'' campaign that depicts an ideal world. In this case, a map showed much of the U.S. Southwest as part of Mexico, as it once was.
The furor reflects a growing challenge for international marketers and their agencies: how to vet local creative work that ...
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