This isn't the first ad campaign targeted at what some Mexican activists call the "Reconquista" movement of those who dream and work toward the day when the American Southwest will be reconquered. To them, illegal aliens crossing the U.S. border are merely returning home.
In 2005, a Los Angeles billboard advertising a Spanish-language newscast showed the Angel of Independence, a well-known monument in Mexico City, in the center of the L.A. skyline, with "CA" crossed out after "Los Angeles" and the word "Mexico" in bold red letters put in its place.
The activists working for this cause actually see themselves as "America's Palestinians" and view the Southwest as their Palestine and Los Angeles as their lost Jerusalem.
An editorial in the newspaper La Voz de Aztlan in Los Angeles stated: "There are great similarities between the political and economic condition of the Palestinians in occupied Palestine and that of La Raza in the southwest United States."
The editorial went on to say: "The similarities are many. The primary one, of course, is the fact that both La Raza and the Palestinians have been displaced by invaders that have used military means to conquer and occupy our territories."
A key player in the "Reconquista" movement is the National Council of La Raza. Its motto: "For the Race, everything. For those outside the Race, nothing."