Paris Hilton’s sultry beer commercial sparks outcry in Brazil
three separate investigations into the campaign.
“ The problem with the ad isn’t a lack of clothing but its sensual nature,” Correia said. “A woman in a bikini on a beach isn’t necessarily sensual; it depends on the context.”
Conar is a private agency that cannot legally force a company to remove an ad. But Correia said that in 23 years of existence, Conar has conducted more than 7,000 investigations and not one of its recommendations has been ignored.
Devassa, which means “naughty” in the most gentle of translations, is made by Grupo Schincariol. Calls to the company were not immediately returned Thursday.
Devassa’s “Bem Loura” — “ Very Blond” — beer also features an Internet campaign with Hilton wearing lingerie and high heels.
Hilton was in Brazil last week during Carnival for the opening of the ad campaign. Photos in local newspapers showed her crawling on the floor in a VIP room during the extravagant samba parades.