Paris Hilton's Devassa Beer Commercial Too Sexy for Brazil, 'Devalues' Blondes

by Erin Donnelly (Subscribe to Erin Donnelly's posts)
Posted Feb 26th 2010 at 11:35AM

Let's face it: When Paris Hilton gets near a video camera, bad things tend to happen.

Now, the heir-head/"One Night in Paris" star is starring in a provocative new Devassa beer commercial which Brazilian authorities are trying to ban on the grounds that it is too sexy and "devalues" blonde women, the Telegraph reports.

(Um, yeah. Why do you think they hired her?)

So, what has people so riled up? In the ad Hilton, wearing an ultra-short black dress, seductively rubs a cool can of beer over her body while a Peeping Tom photographer with a long lens gets his voyeur on and passersby congregate to watch, hilariously breaking into chorus. Imagine "Rear Window" directed by a group of frat boys.

Meanwhile, an Internet campaign for Devassa's Bem Loura beer (which reportedly translates to "naughty" and "very blonde," respectively) features the reality star in lingerie and heels, according to the paper.

(Big deal! It still doesn't top her bikini-clad Carl's Jr. car wash commercial; we haven't been able to look at a burger the same way since.)

"It's an ad that devalues women -- in particular, blonde women," a spokeswoman for the Women's Secretariat told the Telegraph, explaining that they had received several complaints.

(Brunettes can fend for themselves, we guess.)

We know what you're thinking: Isn't Brazil the country that brought us tiny bikinis and radical body waxing? What's Portuguese for "pot, meet kettle"?

According to private regulation agency Conar, which has reportedly launched three investigations into the sexy ad, exceptions are made for ads shot on the beach.

"The problem with the ad isn't a lack of clothing, but its sensual nature," Conar spokesman Eduardo Correia told the source. "A woman in a bikini on a beach isn't necessarily sensual; it depends on the context."

In other words, what happens on the beach, stays on the beach. So much for the feminist cause.

Do you think Little Miss "That's Hot" is too hot in this ad? Or is Brazil being a bit hypocritical? Leave a comment.

Meanwhile, check out Carolyn Murphy's sultry shoot for V Magazine.

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Filed under: Celebrity, News
Tags: Banned Ads, Beer, brazil, Celebrity Ads, conar, devassa, eduardo correia, paris hilton

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READER COMMENTS

(91)Add A Comment

omraee entertainment LLC., 2-26-2010, 3:52PM

I think brazil is searching for a ph balance.

shh now don' you roll your eyes on this subject.

no, rewards, it could cause a blastomyia out break.

Reply »

ALIAS, 2-26-2010, 4:43PM

Well it is a bit trashy, and using a tart like Hilton makes it seem trashier. When we are used to lunk head men doing dumb, silly stuff along come this tart, simulating sex in public....

Mimi, 2-26-2010, 2:14PM

I don't see what the big deal is?

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Holier Than Thou, 2-26-2010, 3:19PM

Big Deal? BIG DEAL? You get Paris Hilton shuffling her lady bits all over the screen in front of hundreds of people in a most suggestive manner and ask wht the big deal is? Oh yeah, what IS the big deal anyway?

I mean, sure she's already known as a throw away girlfriend. Pretty much any guy with some money can have her, make a porno with her, then toss her aside, but she has a good side too.......Wait for it........Wait........W..A..I..T.... Damn if I can find a good side to her...Just another waste of human sperm if you ask me...

poot, 2-26-2010, 6:26PM

Holier, you need to get back to reality, and maybe getting out a little more wouldn't hurt, either.

KC, 2-26-2010, 2:19PM

It's typical Paris Hilton-noone should be suprised. I don't think the commercial has anything to do with blondes in general. It's just another racy Paris Hilton showing. Not a shocker. Yawn...

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barbfos3, 2-27-2010, 2:25AM

rhymkfh,l/.;

ponesy, 2-26-2010, 2:42PM

I can't stand Paris Hilton but I think this is a pretty damn good ad... Brazil is being completely ridiculous here.

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Mac, 2-26-2010, 4:50PM

I sorta concur with your evaluation of Paris' personal life as I see in People, AND I understand that some other cultures are not so comfortable about observing a woman enjoying herself,(much less with semi-nudity). Maybe the beer guys know they will get a broader audience if there is a squawk in the press.
I think it's sexy and playful, and just the thing to provoke the self righteous hackles of a culture that already goes way over the line in devaluing women. As a guy I see that she is a "desireable morsel" and that she is having fun flirting. I don't believe this would be found inappropriate in the USA's television world ... at least not so risky that some beer seller might not want to imitate it.

JDub, 2-26-2010, 2:48PM

R U people that dumb? Really now . . . . they just got you to look at a BEER ad!!! didn't they? lol

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jlw, 2-26-2010, 2:51PM

maybe part of the commercial is missing? what's too hot about it? maybe someone needs to just dye her hair.........

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BW, 2-26-2010, 3:07PM

So the questions is.... is the beer any good ? Can we get some in the states to try ?

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quinnietime@aol.com, 2-26-2010, 3:14PM

Too sexy? Coming from the country who invented the Thong. Get real.

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mike, 2-26-2010, 3:19PM

It's the usual Latin American response to anything American. It shows their resentment/jelousy/hipocritical/ selves. I find it hard to believe that in a country where everyone runs around half (or completely) naked and sex if everywhere should object to this modest ad. They just don't want an American woman invading their territory. Jerks.

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TM, 2-26-2010, 9:55PM

You're the jerk! Everyone runs around naked in Brazil? Really? I wasn't aware of that! I was aware of the tiny bikinis on the beach (which hardly qualifies as naked!)... and... lets see... nope... can't think of anything else...

By the way, have you ever even been to Brazil? Who are you to judge us? Stop acting on stereotypes.. And no, the commercial has nothing to do with the fact that she's American. For some time now, all commercials associating beer and women have been banned - be them Brazilian, American, Finnish or whatever other nationality you want to throw in there.

You're the hypocrite, you jerk, for acting on stereotypes and thus talking a load of rubbish. Get out of your hole and go study a bit more about cultures/geography etc.

Mike, 2-26-2010, 3:20PM

Typical hypocritical Latinos. What a joke.

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Shannon, 2-26-2010, 3:33PM

How about saying hypocritical Brazilians? Latinos live here in the United States too you know and some probably don't have a problem with this commercial. I agree with the point that in a place where they have carnaval and women walk around scantily clad and ooze sex this commercial is fairly tame in comparison.

jessica, 2-26-2010, 7:37PM

Excuse me mike I'm latin and I think you need to back off a bit. Also thank you shannon for pointing out that plenty of latinos live in America

BOB, 2-26-2010, 3:18PM

I have enormous respect for Ms. Hilton. Let's face one fact; she invented Paris HIlton. Paris Hilton was a nothing until Paris Hilton was invented by -- Paris Hilton. All of this took ambition, intelligence, cunning, audacity, determination, and good old hard work. Paris is a superb example of the American work ethic. Also, she's really, really HOT !!

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James, 2-27-2010, 4:33AM

Bob,

I think that you are 100% right.

We live in a capitalist country and Paris Hilton is a smart capitalist.

If she wasn't doing something right, she couldn't sell what she has to offer.

People who object to her are either stupid or jealous.

James