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!