Talk about mixed mythologies, Tuesday’s ad is another recent one for the Brazilian beer, Brahma. Showing Rio de Janeiro’s “Christ the Redeemer” statue in another frenetic, colorful ad for Brahma, who before it was beer, was the Hindu god of creation, I found a little odd. Perhaps that’s just me.
Monday’s ad is for the popular Brazilian beer, Brahma, because around Noon today, I touched down in Sao Paulo, Brazil, where I’ll be for the next three days. It’s a newer ad, but I love the frenetic illustration and the bold colors. It also makes me want to drink a Brahma … almost.
Regular readers have probably noticed that my usual output has been diminished here of late, that’s because I’ve been in Buenos Aires, Argentina since Monday. I was fortunate enough to be invited to judge at the very first South Beer Cup, South America’s version of the Great American Beer Festival and the Craft Brewers Conference combined. It was put on by the Centro de Cata de Cerveza with support from the very active local homebrew club, Somos Cerveceros.
They had 280 beers from 72 breweries entered in 20 categories from four countries: Argentina, Brazil, Chile and Uruguay. Along with the local judges, made up of brewers and BJCP certified judges, four experienced judges from North America were on hand to help out. In addition to myself, there was Stephen Beaumont, Doug Odell and Pete Slosberg. The four of us also each gave a short talk during the conference portion of the event.
But more about that later, last evening at a gala awards ceremony held at the rooftop of the American Club. It was a great event, and perhaps the best part was seeing the enthusiasm and passion on display as the excited winners went up to accept their awards, all to some very dramatic music. So without further ado, here s the list of the winners for the first South Beer Cup:
Congratulations to all the winners.
And here’s all the participating breweries:
Friday’s ads are for a Brazilian beer (where I’m heading next week) from Primo Schincariol. The brand of beer is Nobel and this series of ads is from 2008 and uses the slogan “Appetizers Are Just An Excuse.” Each ad shows a beer glass filled not with beer, but two appetizers that, from a distance, make it look like the glass is full of beer. The first, given that today is the beer and cheese Session, is filled with cheese and eggs.
A second shows French Fries — my favorite — in the bottom with white onions on top.
And a third uses popcorn, both popped and unpopped.
There were at least two more of these ads, peanuts and cashews, which you can see at Coloribus.
This week’s work of art is by a Brazilian artist who now calls Petaluma his home. Rasmussen Ximenes painted The Last Supper as part on a local contest entitled ArtSlant, in which it was a second round winner. Feeling the pride of his new home, he included the local brewery’s beer in his painting: Lagunitas IPA.
I saw the original painting recently, which is temporarily in the offices of Lagunitas in Petaluma. Though, as you can see below, the frame has now been painted purple.
You can read more about Ras Ximenes, a.k.a. Moco, at his web bio and also see more of his work at his gallery.
This has the ring of false controversy all around, with a WTF! vibe thrown in just to keep us off guard. Famous for being famous person, Paris Hilton, is embroiled in yet another scandal, this time for being “too sexy” for television … in Brazil! I got wind of this yesterday when AdAge ran a story about it entitled Is Paris Hilton Too Sexy for Brazil? My initial reaction was that walking down the average street in Rio De Janiero during Carnival, she’d hardly stand out at all.
Hilton is apparently involved in the entire campaign for Devassa Bem Loura — or very blonde — beer, as evidenced by her being featured on that portion of the brewery’s website. Devassa in turn is owned, at least in part, by a larger beer company, Grupo Schincariol. Grupo Schincariol is Brazil’s second largest brewer after AmBev, a division of Anheuser Busch InBev.
The brand name itself apparently is slang for — how shall I put this? — “a loose woman” and Bem Loura, the particular flavor Hilton is endorsing, means “very blonde” in Brazilian Portuguese.
What the headlines are missing, of course, is that it’s not her “sexiness” that has the government up in arms, but the potential violations of specific bits of their advertising code that prohibit certain actions in advertising alcohol — rules few other products have to abide by. Sex, of course, is used to sell practically everything, but people get their panties in a twist when there’s alcohol involved. So apparently Brazilian “ad regulations stipulate that beer commercials cannot treat women as overtly sensual objects, though ads can show women in bikinis if they are on a beach.” Uh, having seen plenty of Brazilian beer ads, is that really enforced? A spokeswoman for the Brazilian Women’s Secretariat told London Telegraph that “It’s an ad that devalues women — in particular, blonde women.” I’m not arguing that it doesn’t, just that it seems no worse, and frankly a little tamer, than many other beer ads I’ve seen. If we’re going to go nuts again about the double standard in alcohol advertising, I’m not sure this is the best test case. Take a look below, and see if you can find this more offensive than the average beer ad. Bad? Maybe. Worst yet and having finally crossed the line? You tell me, I certainly don’t think so. Personally, I don’t find Paris Hilton all that appealing, but plenty of other men sure seem to find her sexy. While I’m not immune to a pretty face, I find brains far more sexy, and a pretty face with brains a lethal combination. That’s why I married a woman smarter and more attractive than myself. Ask anyone, it’s true.
Hilton did herself no favors when during a recent trip to Rio to promote Devassa beer, she got drunk and danced on stage. According to the Advertising Age piece I referenced earlier:
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.
US Magazine reported that “Eduardo Correia, a spokesperson for regulation company Conar, which has opened three investigations into the campaign, says the ad is particularly offensive because it doesn’t take place on a beach. ‘The problem with the ad isn’t a lack of clothing, but its sensual nature,’ Correia said. ‘A woman in a bikini on a beach isn’t necessarily sensual; it depends on the context.'” Now I don’t want to defend the ad, per se, but really? The outrage is because she’s somewhere other than on a beach? That sounds like a double standard if ever I heard one.
Another account had this to say. “This is, honestly, a bit of shock. The commercial is surprisingly tame. We’ve all seen Paris in several states of undress (many times!) throughout the years, so this is sort of yawnfest. Perfume ads incite more lust.” My thoughts exactly, a yawnfest.