
It's an old trick: a small error like a "tâche de beauté" makes the rest of your face look prettier. I've been told that during the French baroque era the rich ladies would carry ugly little dogs with them to make their own beauty stand out more.
And now Bacardi's Tel Aviv ad agency McCann Digital has added a new chapter to that book: the Ugly Girlfriend. In a messy and misogynistic turn to the story, the
Get An Ugly Girlfriend! minisite presents four, you guessed it, ugly girlfriends for all occasions: beach stroll with Sally ("97 kilograms of femininity, strength and double chins"), BBQ with Daisy ("aquiline nose, tangled eyebrows, pimpled shoulders"), pool party with Wendy ("horse-like features, a noticeable limp and super active sweat glands") or shopping spree with Wendy ("rubbing thighs, sticking out jaw and drooping breasts").
After I managed to turn off the annoying website music and read through a few of the obviously fake comments, my jaw dropped at the call to action when you click, for instance, "Get Lucy Now!": "Ready to become the hottest chick in the mall? Fill the order form below, and get a free Bacardi Breezer."
I tried really hard to wrap my mind around this, but I'm puzzled: who is this campaign targeted to? If it's young girls, I'm afraid this minisite just made things worse for the Bacardi Breezer brand. Because we all know what "Want a free Bacardi Breezer?" really means...
Found
via copyranter.