Belvedere Vodka Unveils Horrific Ad Acting Out Rape Scene
3:15 pm, March 23rd | by Amy Tennery
Is this the most offensive ad in your recent memory? Questions like that rarely serve much purpose, but I’m genuinely asking — because this is the most awful piece of promotional material I’ve seen published in the last several months, if not years.
The ad I’m referring to, which Jezebel first spotted, was unveiled and then quickly recalled by Belvedere vodka. The ad, as you can see, reads, “Unlike some people, Belvedere always goes down smoothly.” Hah, see, because vodka sometimes doesn’t “go down smoothly!” Just like this woman here… who looks like she’s being sexually assaulted.
While we’re used to see piggish rape jokes like this on trashy t-shirts, the accompanying photo takes the ad to whole new heights of awfulness. Put bluntly: This woman looks genuinely terrified. It’s not funny; it’s not cute. She looks scared. That anyone thought this was a good idea — even if Belvedere did, as Jezebel said, remove it almost immediately — is disturbing.