Now THAT's an Apology!

We apologize
Posted Sunday, April 06, 2008, 7:38:29 PM

During the weekend we have received several comments on the ad published in Mexico. We acknowledge the reactions and debate and want to apologize for the concerns this ad caused. We are truly sorry and understand that the ad has offended several persons. This was not our intention. The ad has been withdrawn as of Friday April 4th and will not be used in the future.

In no way was the ad meant to offend or disparage, or advocate an altering of borders, lend support to any anti-American sentiment, or to reflect immigration issues.

To ensure that we avoid future similar mistakes, we are adjusting our internal advertising approval process for ads that are developed in local markets.

This is a genuine and sincere apology,

By Paula Eriksson, VP Corporate Communications, V&S Absolut Spirits

Now that's an apology. Not one of those lame "sorry for offending you" type things. A real damn apology. It reminds me of this (scene appears 2:50 into video):

Of course this was their second attempt.

Absolut, the producers of vodka, tried first tried to "explain" (away) their running of an advertisement in Mexico depicting the Mexican borders as they were pre-1848. Those would be the borders before the United States bought lands which presently make up a large hunk of the western United States (Bet you didn't know that we actually paid for that land. Of course we had troops in Mexico City at the time, so it was sort of the deal that they "couldn't refuse"!).

Read more here.

But I love it when people "get" that a non-apology is actually not an apology. Funny how business people seem to come more quickly to that realization than do politicians. That's the power of the bottom line. Gotta love it.