Forget hitting the treadmill or the tanning bed in hopes of looking hot this summer, because Bacardi has discovered a secret shortcut to sexiness: An ugly female friend. If you make your beach premiere with an unattractive pal in tow, you’ll look fantastic … in comparison!
Such is the advice given in an ad campaign (via Copyranter) recently launched in Tel Aviv for Bacardi’s girly Breezer drinks. The official Web site is in Hebrew, but — lucky for us, and too bad for Bacardi — the ad agency has an English version on its site. It offers up the prime ugly pal for four different summer scenarios: An ocean-side stroll is best done with Sally, who is “97 kilograms of femininity, strength and double chins.” Daisy, however, is a better choice for a BBQ: “Watching your weight? One look at [her] pimpled shoulders, and your appetite is gone!” Wendy, with her “horse-like features, a noticeable limp and super active sweat glands,” makes for the ideal companion for a dip in the pool. And, finally, there’s Lucy, “your own freckled pile of cellulite,” perfect for trips to the mall.
So, I wonder, will this insult-the-customer tactic work? After all, the “ugly girlfriends” aren’t the only ones being put down, it’s also the not-so-attractive women who need “ugly girlfriends” — and a Bacardi Breezer, presumably — to make them look OK in these summer months. One thing is for sure: Bacardi ain’t looking so hot these days.
Update: I just received an e-mail from Bacardi’s public relations folks, which reads: “Bacardi proudly celebrates diversity and we do not endorse the views of this [advertisement]. We sincerely apologize to anyone who was offended by this site and thank you for bringing it to our attention.” The Web site has been shut down, too.
