This is, in part, how Mexico’s ruling Institutional Revolutionary Party is going to try to sell the idea of opening the national oil company, PEMEX, to foreign investment. The opposition accuses them of trying to give the country’s oil supply away to foreigners, 75 years after then-president Lazaro Cardenas secured his place in national legend by booting out the foreign oil companies and nationalizing the industry.

The PRI pushed back this week with full-page ads in the national newspapers (above). The translation: “The oil is, and always will be, ours.”