NEW YORK (AdAge.com) -- Brazil's self-regulatory body, Conar, is investigating an ad campaign starring Paris Hilton for Devassa Bem Loura beer for being too sexually provocative, even by the racy standards of Brazilian beer ads.
According to local trade publication Meio & Mensagem, Ad Age's partner in Brazil, Conar this week opened three different investigations into local brewer Grupo Schincariol's launch campaign for Devassa Bem Loura (Portuguese for "Very Blonde") beer last month during Brazil's riotous Carnival.
The first investigation is the result of a formal complaint by a consumer about the sensual nature of the ads, reported Meio & Mensagem journalist Alexandre Zaghi Lemos.
The campaign includes a spot by Sao Paulo agency Mood in which Ms. Hilton, dressed in a short, tight black dress, parades in front of the window in a high-rise office building rubbing a can of Devassa Bem Loura beer along her body. A guy in another office spots her through the window, grabs a camera, and begins filming her. On the street below, a crowd gathers to watch her.
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Conar's code governing beer advertising specifies that "appeals to sensuality won't constitute the principal content of the message" and adds that "advertising models won't be treated as sex objects." (Brazilian beer marketers often get around this by giving beer ads a beach setting, where it's considered appropriate for models to wear tiny bikinis.)
The second investigation, started by Conar itself, is targeting a promotion on the beer's website that may violate rules against promotional activities that encourage excessive consumption.
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