http://latimesblogs.latimes.com/laplaza/2008/04/mexico-reconque.html "The campaign taps into the national pride of Mexicans, according to Favio Ucedo, creative director of leading Latino advertising agency Grupo Gallegos in the U.S. Ucedo, who is from Argentina, said: Mexicans talk about how the Americans stole their land, so this is their way of reclaiming it. Its very relevant and the Mexicans will love the idea. But he said that were the campaign to run in the United States, it might fall flat. Many people arent going to understand it here. Americans in the East and the North or in the center of the county -- I dont know if they know much about the history. Probably Americans in Texas and California understand perfectly and I dont know how theyd take it. So we get called stupid and then he goes on to say that he doesnt know how Americans would respond to the ad?