I don’t know about the rest of you, but I was more than just a little bit upset by the new Bacardi Breezer ad campaign that Mir posted about this morning. This campaign, with the tagline “Get Yourself An Ugly Girlfriend” is one of the most offensive, sexist attempts at promoting alcohol that I have ever seen, which is saying a lot, considering the general grossness of alcohol advertising.
I’m not sure how Bacardi thought it could convince women to drink Breezers by insulting their looks, but, well… that’s what they’re trying to do. Certainly the best way to sell a product is to remind women of all the things they hate about their bodies, right? That makes total sense.
I have been looking for an excuse to do some more feminist adbusting since Your Mom Had Groupies, and this seemed like the perfect opportunity. Thus, I present a new ad campaign that I like to call Take A Beach Stroll With Sally (Click the image to make it bigger):
Once again, I’m putting out the call for contributions, because adbusting is more fun in groups! Who would you like to join you at the beach or at the mall? Make your own ad or just leave a comment saying how you would bust this gross ad campaign. If you have a contribution, please submit it here and I’ll make a big post with all the responses!
Or, if you don’t feel like spending your day messing around with Photoshop, you can just tell Bacardi exactly how you feel about their new campaign.
EDIT: Sources in Israel (oooh, I love saying that) have informed me that this is an old campaign, dating from 2007 or 2008. They are not sure if it was dropped by the company or even if it was ever officially used by Bacardi. McCann Digital is an Internet exclusive ad agency known for its disgustingly offensive campaigns. McCann recently listed the ad campaign on Best TV Now, dating it as being from this month and listing the client that commissioned it as Tempo.
Possibly, and this is entirely my speculation, it was going to be submitted to the Cannes Lions International Advertising Festival. Does anyone else have any clues? I, for one, would love to hear from Bacardi on the matter. Adbusting remains very satisfying, whatever the response.
EDIT: McCann has pulled the promotional minisite down and removed it from their website!
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15 comments
YESSS. This bitch loooooves accessories.
Posted by Stark
June 20, 2009, 5:35 PM
Okay... I had to join in, here's Take Grandma to the Mall
I can actually here my own grandmother saying 'this is how you spend a beautiful Sunday, wrecking your eyes?? in front of the computer??" Yes bubi, this is how I spent my sunday...
Posted by Mir
June 21, 2009, 4:09 PM
Oh my god, I love Mamoosh!
Posted by Stark
June 21, 2009, 7:55 PM
Hahahah! Mir, that is so awesome!
Posted by Michelle
June 21, 2009, 8:05 PM
i love watching you all geek out <3 di.
Posted by diandra
June 22, 2009, 8:53 PM
Yeah, ditto. Photoshop wizards, you guys. Photoshopaholics?
Posted by Anna
June 23, 2009, 12:43 AM
When something is so easy to parody it somehow feels wrong not to.
Although since they took the whole campaign offline a few days ago I also feel a bit like a pawn in McCann's game.. Next time I am just going to yawn and ignore whatever crap they come up with.
Posted by Mir
June 23, 2009, 9:18 AM
Actually, I think McCann is in big trouble. Allegedly Bacardi never authorized the use of that campaign and now Mothership Crapohol is PISSED. They posted an apology to my blog and everything.
Posted by Michelle
June 23, 2009, 10:33 AM
Really?? Can you link to the apology I'd love to read it.
Posted by Mir
June 23, 2009, 11:09 AM
Sure, here's the link. I'll just repost it here:
We wish to thank all of you who have written us about a past promotional campaign for Bacardi Breezer.
As a Company and as individuals we are also angered and dismayed that such a campaign was ever created and we have taken immediate action to stop it as it violated our stringent global marketing principles that we firmly support.
By way of explanation, but by no means an excuse, Bacardi never sponsored nor developed this promotion. But we understand it is our brand and our reputation and you are our consumers. We are also embarrassed that we didn’t catch this breach sooner. We have been urgently looking into this matter to make sure this type of activity is never repeated.
What we do know is that a third-party developed and activated this brief campaign in one small market more than a year ago without our clearance. When we discovered this promotion, we instructed our distributor to shut it down as it did not comply with our global marketing standards. We are now urgently looking into the reasons why this program was recently reposted on the internet. In markets where Bacardi does not have a corporate presence, we are represented by third parties; in this case a distributor and its advertising agency, but they must adhere to our stringent marketing principles, which clearly this campaign did not.
When Bacardi found out about this recent reposting, we immediately notified the agency and distributor to shutdown the website.
Bacardi proudly celebrates diversity and we do not endorse the views of this site or the campaign, as it is offensive and completely inappropriate. We sincerely apologize to anyone who was offended by this campaign and thank you, our consumers for bringing it to our attention.
Sincerely,
Bacardi Limited
Posted by Michelle
June 23, 2009, 3:11 PM
Right....
In the words of Mamoosh "pure schmegegge".
Posted by Mir
June 23, 2009, 4:39 PM
Heh, well, I am always inclined to think "They" are lying to me, but I do believe portions of their story, as I have info from my friend in Israel that corroborates it. Whether or not they are sincere, who knows? Like I said, I'll take an apology over a "computer glitch that hates gay people" any day.
Posted by Michelle
June 23, 2009, 5:12 PM
The main thing missing from this apology is the they did not explicitly say the word "women". It's a detail, a simple word, but it means so much because it's blatantly lacking in this apology about sexism in the ads.
Posted by Daniela
June 23, 2009, 9:40 PM
Hmm ... in this case I'm a little confused. Is the AD offensive because the idea promoted is that women who carry weapons are "bitches". Is it offensive because it implies that the only hot women would ever need carry weapons to defend themselves from rape. I see the tag as being a message from beach-girl to potential harasser ie "Go away and stop bugging me!" Isn't it in some since positive to see advertisers recognizing that happening--even in humor? I don't think it should be advocated that using a gun or dog is necessary to prevent harassment or feel safe. As women, Our safety is society's responsibility at least as much as it is ours, in my view. To varying degrees, I and others tend to qualify that statement to suit their comfort levels, by saying that ,none the less, they prefer to be protected by some kind of weapon or defense. Society would prefer wemen to defend themselves of course, but it would also prefer them to wear bikinis. This is the contradiction the add rests on and surely it's one that feminists have been laughing at for years too. Maybe I'm missing something.
Posted by Myra
June 23, 2009, 10:38 PM
OOps. Now I get it. This is your creation. Kinda a nice world we must have that I could mistake it for the actual advert.
Posted by Myra
June 23, 2009, 10:47 PM
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