What were They thinking

I've worked in advertising most of my professional life; mainly in US Hispanic advertising. One of the first things you learn is cultural sensitivities to the culture you are advertising to, but careful not to insult anyone else. However, I have to admit that I find this ad insulting to say the least; needlessly stirring the pot.

The ad obviously appeared in a Mexican magazine. As an executive I can't help but wonder what was Absolut thinking? I can't believe they thought this ad would only be viewed by their target market; or that they didn't know it would be controversial. However, do they really need to do this? Are they in such a place that they need controversy to sell the brand?