I’m a teetotaler for various reasons* — at 30, I’ve never even been drunk if you can believe that — but even if I were the most raging of party girls, Bacardi’s new “Get an ugly girlfriend” ad campaign wouldn’t convince me to buy its line of fruity Breezers.
Remember the discussion the other day on how the beauty beast pits women against each other? This is a prime example. The campaign suggests that women — that is, attractive women — accessorize themselves with an “ugly girlfriend” in order to make themselves look better at the mall, the beach and other social situations. The four “ugly girlfriends” featured on the campaign’s minisite are equal-opportunity offensive, including fat, thin and disabled women. Consider taking along the horse-like Wendy, with the “noticeable limp” and “super-active sweat glands” to the next pool party. Or take a beach stroll with Sally, whose “lumpy rolls” will make you “look your best in a bikini, without ever visiting a gym.” Watching your weight? Attend a BBQ with Daisy, whose “pimpled shoulders” will make your appetite disappear. And Lucy, with her “rubbing thighs,” “sticking out jaw,” and “drooping breasts,” is the perfect “freckled pile of cellulite” to take along shopping. The accompanying images showing clearly Photoshopped and otherwise radiant and blissfully unaware women makes the campaign all that more nauseating.
The ads were produced by Israeli ad agency McCann Digital and launched in Hebrew and English along with a Hebrew-only Facebook page. Tell Bacardi what you think of their sexist ad campaign here. Update: I just tried sending an email via the contact form using Firefox and received an error, but was able to send using Internet Explorer.
* 1) I don’t like the taste of most alcoholic drinks. 2) I’m Buddhist and find alcohol consumption inconsistent with my spiritual beliefs. 3) My husband’s father has a minor alcohol addiction and while he has never been abusive, my husband suffered through many an embarassing public display as a kid, which has turned him off alcohol. I support him in this through non-consumption.