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.

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