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

Lisa, 2-26-2010, 7:51PM

All I know is I'm straight but for some reason i want a beer and a cigarette!

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Fran Amos Cook, 2-26-2010, 7:53PM

Paris Hilton is a - - - - - ESS - - EL - - U - - TEE !

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Frankoid, 2-26-2010, 7:54PM

Loved it! Not a thing wrong with sex to sell beer!

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Pattie, 2-26-2010, 8:07PM

I am not a great fan of paris hilton but this commercial is great. Not too much. She looks beautiful and they are crazy to pull this ad.

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urr, 2-26-2010, 8:08PM

This coming from a country that voted for a 7 yr old girl who does a dance meant for adult women to do.YEAH OK

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bo peep, 2-26-2010, 8:32PM

Big freaking deal. I do not like Ms Hilton, but the commercial is pale in comparison to Carnivale!

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Cynthia, 2-26-2010, 8:35PM

I just want to to say that the person who wrote about Brazil and all the things that talk about Paris Hilton. Maybe Is natural that we don't care about the other culture, but we can't start writing worng things about them. Contrary to what everyone thinks, Brazil isn't just tiny bikinis and carnival. People should study a little bit more about the other cultures that exist, not just mine but the others. US is know by being selfish, I could be stupid and start writing about all the negative things that your culture and way that you live, but who am I to do that? I will never think that you are better than us, but I will also never generalize thing. Please search the topics better befoure writing things. And Paris Hilton is famous here just like she's famous in US, we are not stupid, if I was stupid and didn't know about what happens aroud the world, I would say that here trainers don't die killed by a whale, don't you agree? Search on Google everything that's possible about Brazil, and you will find good and bad things, just like the others countries around the world, and then you will find so many incredible things about the País Abençoado Por Deus. Good night every one and sorry about my gramatical errors.

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Cynthia, 2-26-2010, 8:37PM

I just want to to say that the person who wrote about Brazil and allthe things that talk about Paris Hilton. Maybe Is natural that wedon't care about the other culture, but we can't start writing worngthings about them. Contrary to what everyone thinks, Brazil isn'tjust tiny bikinis and carnival. People should study a little bit moreabout the other cultures that exist, not just mine but the others. USis know by being selfish, I could be stupid and start writing aboutall the negative things that your culture and way that you live, butwho am I to do that? I will never think that you are better than us,but I will also never generalize thing. Please search the topicsbetter befoure writing things. And Paris Hilton is famous here justlike she's famous in US, we are not stupid, if I was stupid anddidn't know about what happens aroud the world, I would say that heretrainers don't die killed by a whale, don't you agree? Search onGoogle everything that's possible about Brazil, and you will findgood and bad things, just like the others countries around the world,and then you will find so many incredible things about the PaísAbençoado Por Deus. Good night every one and sorry about mygramatical errors.

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WECOME CLAYTON, 2-26-2010, 11:01PM

I recently studied for a semester in Rio, and it is interesting to me that a country that has so much social issues and where prostitution is legal is complaining about something like this. lol. It is madness. Go to Brazil and watch the T.V commercials and the sitcoms and I guarantee you the majority of them have a borderline theme of sex. Sexual tourism is a major source of revenue for the country and especially Rio where I am sure this “risky” ad was shot. I love Brazil but I sense a little bit of inferiority complex.

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Tammy, 4-10-2010, 6:31AM

Her Hardees commercial a while back was MUCH worse. Im not a Paris fan, but kudos to her for doing whatever the hell she wants. The hair weaves need to go though...they look horrid.

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