PARIS TOO SEXY FOR BRAZIL

Paris too sexy for Brazil

By Melissa Hank
2010-02-26
Hilton beer commercial sparks outcry
Paris Hilton has crossed the line, say Brazil authorities. The flaxen-haired hotel heiress, model and reality star filmed a beer commercial the country’s Secretariat for Women's Affairs says
 is too sexy for TV.
The ad, for Devassa’s "Bem Loura" beer (which translates to "Very Blond” beer) features the 29-year-old rubbing a can of Devassa on herself as giddy onlookers watch through a window.
Though the commercial isn’t explicit and doesn’t show nudity, Brazil's regulations say beer ad can’t treat women as
overtly sensual objects.
"It's an ad that devalues women – in particular, blond women," said a spokeswoman for the Secretariat who said it received numerous complaints. She spoke Thursday to The Associated Press on condition of anonymity because she was not free to discuss the case.
The rule seems counter-intuitive, since Brazil is known for its women donning tiny bikinis, and many of its beer ads do have women dressed as such.
"The problem with the ad isn't a lack of clothing but its sensual nature," said Eduardo Correia, a spokesman for the regulator Conar, which is investigating the case. "A woman in a bikini on a beach isn't necessarily sensual; it depends on the context."
Devassa beer also features an Internet campaign showing Hilton wearing lingerie and high heels.
This isn’t the first time one of Hilton’s ads has stirred controversy. Back in 2005, she donned a deep-cut black swimsuit for burger company Carl’s Jr.
The Parents Television Council protested the scenes of Hilton sudsing up herself and a Bentley to the tune of “I Love Paris in The Springtime,” and the extended director’s cut of it was banned.
The socialite was in Brazil last week during Carnival to launch the Devassa ad campaign. Photos in local newspapers showed her crawling on the floor in a VIP room during the samba parades.
Hilton has starred in the reality series The Simple Life and Paris Hilton is My New BFF. She’s had guest spots on shows including CW’s Supernatural and NBC’s My Name is Earl.