The Paris Hilton's Devassa Bem Loura beer ad is making huge waves. No stranger to selling her sexuality, as she donned a bikini for Carl's Jr. Burgers, she's now utilizing it for Brazilian beer. In the ad, the heiress is wearing a clingy black minidress as she dances around with her beer in front of a photographer, then in front of the whole community.
This ad is actually pretty tame in comparison to her other works in front of the camera, yet Brazil has found the ad far too sensual. Three investigations found that it encouraged excessive consumption, and that it was sexist and disrespectful to women. I find that ironic considering it's a beer commercial and it was Brazil who found the ad distasteful. You be the judge and check out the commercial yourself.
Image Credit: Devassa Bem Loura
What's Driving This Trend
- Sexualized Advertisements
- There is an opportunity for companies to re-evaluate their approach to marketing to avoid objectifying women or being considered sexist.
- Controversial Advertising
- Marketers can generate buzz around their products or services through the rise or fall of controversial ads.
- Global Advertising Standards
- Companies should take into consideration cultural and societal differences to avoid unintentionally offending certain regions when creating ads.
Who This Affects Most
- Alcoholic Beverages
- Breweries need to adapt to innovative marketing techniques that align with society's desire for more responsible, non-objective, and inclusive advertising.
- Fashion
- The fashion industry has an opportunity to set a positive example for the younger generation in terms of using models and celebrities as role models.
- Marketing and Advertising
- This event highlights the need for marketing and advertising agencies to be more aware of global cultural and social issues when creating campaigns for their clients.
