In 1848 the map of North America changed significantly. This was the year that the war between Mexico and the U.S. ended. The terms of peace included Mexico ceding a great deal of land to their northern neighbor. The land would become the states of California, Nevada, Utah as well as parts of Colorado, Arizona, New Mexico and Wyoming. It was a lot of land.

Naturally, the maps drawn before that time showed a much larger Mexico and much smaller United States than they do now. It’s an interesting intellectual exercise to consider how differently world history might have played out if it weren’t for this reordering of things. It is perfectly understandable that not a few Mexicans would rather have not had all of this come to pass. And it’s understandable that after a few drinks Mexicans who love their country may very well turn their thoughts to their one-time northern territory. To borrow a phrase in an Absolut world – that is one of happy inebriation and dreams – Mexicans may fondly remember a time when their country’s total landmass was significantly larger.

This is the thinking that I believe was behind a recent ad run by Absolut vodka in Mexico. The ad simply shows a pre-1848 map of North America with the phrase “In an Absolut world.” That’s not bad, right?

Wrong. Even though the ad didn’t run in the US and wasn’t intended for US audiences it predictably found its way there. And people lost their minds. US people that is. Somehow it seems some in the US feel that this vodka ad will threaten the existing national borders. I’m not really sure how that could come to pass but the clamor was so loud that Absolut has pulled the ad.

Everyone just take a breath. It’s only an ad. Whether you can find something in it with which you feel you should agree or disagree is on you. I’m quite sure that Absolut is not trying to foment revolution or a military invasion of the US; their just trying to sell booze. So let’s move on, shall we? There are a lot of real problems that we could address in this world without having to invent some to get upset about.