Confirmed: Paris Hilton too hot for Brazil, brewer pulls sultry ad featuring heiress
By APTuesday, March 2, 2010
Confirmed: Hilton too hot for Brazil
RIO DE JANEIRO — It’s confirmed: Paris Hilton is too hot for Brazil.
A sultry beer ad featuring the socialite has been pulled after consumer complaints and a watchdog agency’s investigation.
The television and Internet ad featured Hilton in a short black dress preening and rubbing a can of Devassa beer on herself, all to the delight of onlookers watching through her window.
Brewer Schincariol said in a statement Tuesday it will defend the commercial, but is pulling it in the meantime.
An ad watchdog group, Conar, asked last week that the ad be removed, noting that regulations don’t permit a beer commercial to treat women as overtly sensual objects. Brazil’s Secretariat for Women’s Affairs also said it had received complaints about the ad.
Many Brazilian beer ads feature women in bikinis — but in the context of a beach setting, where such clothing is expected.
“The problem with the ad isn’t a lack of clothing, but its sensual nature,” Eduardo Correia, a Conar spokesman, told The Associated Press last week.
Devassa is one of many beverages made by Grupo Schincariol.
Devassa’s “Bem Loura” — “Very Blond” — beer also featured an Internet campaign with Hilton wearing lingerie and high heels, and supermarket displays featured Hilton in the short, black dress.
