This Is the Offensive ‘Rape Culture’ Ad a Vodka Company Pulled
- Posted on March 25, 2012 at 5:40pm by
Madeleine Morgenstern
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Belvedere Vodka has apologized after it received strong backlash over an ad that implied sexual assault.
The ad, posted to the company’s Facebook and Twitter accounts Friday, featured a grinning man grabbing a terrified-looking woman with the words, “Unlike some people, Belvedere always goes down smoothly.”
According to Forbes, the ad appeared to have been taken down from the company’s social media sites within an hour, but that did little to stem the flow of outrage from online users. Belvedere issued a general apology on Twitter Friday afternoon, which users quickly dismissed for not addressing the issue of sexual assault.
“We apologize to any of our fans who were offended by our recent tweet. We continue to be an advocate of safe and responsible drinking,” the company tweeted.
“@belvederevodka nope. Not ‘sorry we offended you’. Try ‘sorry for our part in promoting rape culture. We will do better’ #apologyfail,” Twitter user @hswindell wrote in response.
Belvedere later issued two more apologies, one from its senior vice president of marketing and one from its president, calling the ad “offensive” and “absolutely inconsistent” with the company’s values.
“It should never have happened,” President Charles Gibb said. “I am currently investigating the matter to determine how this happened and to be sure it never does so again. The content is contrary to our values and we deeply regret this lapse.”
Gibb said the company has made a donation to the anti-sexual violence organization Rape, Abuse and Incest National Network [RAINN] as a result of the ad.
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Comments (108)
Dr. Magic
Posted on March 25, 2012 at 9:18pmcrude humor? yes. offensive or inappropriate? i don’t get it…
Report Post »Dr-Go
Posted on March 25, 2012 at 10:20pmNeither did the president of the company so he is conducting an “investigation” to find out how it happened. Just the kind of diligence one would want in a CEO.
Report Post »Pontiac
Posted on March 26, 2012 at 12:14am“Never should of happened” is sounding more and more like “intentional publicity stunts”.
Report Post »yougottabekidding
Posted on March 26, 2012 at 7:59amIt was comedy so it was okay!
Report Post »Ask any Democrat, or the whitehouse
@leftfighter
Posted on March 26, 2012 at 8:19amIt’s only as offensive as a TV or movie scene depicting rape, but rape is reprehensible.
This isn’t difficult to understand, folks. Rape = bad. Depicting rape in a movie or ad = bad.
Is an apology warranted? Yes.
Should we be so offended that we go out and draw up a law against depicting rape in Media? No.
Report Post »Prepare for the 2nd Coming
Posted on March 26, 2012 at 9:18amCrude , YES….Offensive and Innappropriate? YESSSSSSSSSSSS, perhaps you don‘t get it because you’re unaware that forcing yourself on anyone is rape and a felony? What cave have you been living in?
Report Post »smithclar3nc3
Posted on March 26, 2012 at 9:43amI thought the man was holding a woman whoise about to vomit from drinking crap vodka.
Report Post »Ruler4You
Posted on March 26, 2012 at 9:50amEver feel like you are held in contempt by corporations (as well as government?)?
This kind of corporate “advertising” should help you get there, if you have a tube.
Report Post »mynameis_
Posted on March 26, 2012 at 10:25amCome on folks your not dense take a moment and thick about it. Why does everyone jump to conclusions so fast. Take a deep breath, Now what does a women look like whe she drinks vodka and is not used to drinking hard stuff, yes that’s right it burns her throat Bingo, that is what they were trying to portray and what do men do when that happens that’s right little boys and girls they laugh ha ha ha . Now why don’t you get your minds out of the gutter.
Report Post »smithclar3nc3
Posted on March 26, 2012 at 10:37amTWKYK…..lol
Report Post »http://video.search.yahoo.com/video/play?p=the%20grapist&tnr=21&vid=1646364132386&turl=http%3A%2F%2Fts3.mm.bing.net%2Fvideos%2Fthumbnail.aspx%3Fq%3D1646364132386%26id%3D7354063f43c1631f55e754d8643eae78%26bid%3DDHdDA7dloEc96A%26bn%3DThumb%26url%3Dhttp%253a%252f%252fwww.youtube.com%252fwatch%253fv%253dTt9uO1kdj_U&rurl=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DTt9uO1kdj_U&sigr=11a4tp32n&newfp=1&tit=The+Grapist
TerryDo
Posted on March 26, 2012 at 10:42amAs if there is not enough negative and demeaning movies and songs against women, now there are in your face rape depiction against women,simple solution to this barbaric ad:
Report Post »Women don’t buy Belevedere Vodka
and Women don’t date guys who drink Belevedere Vodka!
RumoursAboutAngels
Posted on March 26, 2012 at 12:24pmApparently people aren’t reading the entire ad, but merely looking at the picture. The ad reads:
UNLIKE SOME PEOPLE (meaning the terrified woman in the picture) BELVEDERE ALWAYS GOES DOWN SMOOTHLY.
So yes, the add DOES imply that the man is “taking down” the woman, and NOT as some of the men here are implying simply “holding her nicely as she is about to vomit from drinking hard alcohol”.
Really people, open your eyes and have some respect for women and don’t be so darn dismissive!
Report Post »Dismayed Veteran
Posted on March 26, 2012 at 3:01pmThe company president is aware of the company’s marketing campaign? Yeah, sure.
Report Post »MittensKittens
Posted on March 27, 2012 at 5:08pmI don’t get it???
Report Post »dogwater
Posted on March 27, 2012 at 7:56pm@MYNAMEIS_,
Report Post »If what you’re saying was true, they should of had her holding a glass to indicate she just drank vodka.
MrKnowItAll
Posted on March 25, 2012 at 9:06pmIf she DRINKS VODKA. You don’t want her.
Report Post »pattybbb1
Posted on March 26, 2012 at 12:10amVodka will take the itch out of poison ivy. Just pour some on the rash. Just fyi.
Report Post »Back to the ad, really stupid. So the folks that came up with this, thought it was funny? Really stupid.
@leftfighter
Posted on March 26, 2012 at 8:10am@pattybbb1
The mythbusters did a whole episode on vodka myths, and part of a second one. Lotsa good stuff to do with vodka that don’t include drinking it.
Report Post »disenlightened
Posted on March 25, 2012 at 9:00pmAs bad as it is, you just know this ad would be a hit in LA and Chicago . . . and the Soho district in NYC.
Report Post »lukerw
Posted on March 25, 2012 at 11:04pmI have the uncanny ability… to separate Reality from Audio & Vistual Stories… so, I am not offended, nor am I enticed to rape. Call me crazy… but it’s just a COMMERICIAL!
Report Post »jespasinthru
Posted on March 25, 2012 at 8:16pmHowcome we can’t see the ad? Where’s the video??
Report Post »disenlightened
Posted on March 25, 2012 at 8:56pmThere is no video it. The photo above IS the ad.
Report Post »hallkbrdz
Posted on March 25, 2012 at 10:40pm???
How do you get rape from looking at that ad? Goes down smoothly? Really? That’s it.
Stupid ad – but nothing to get bothered about. I just don’t get it.
Report Post »@leftfighter
Posted on March 26, 2012 at 8:12am@hallkbrdz
Come on. You don‘t see the look on this chick’s face? That’s fear.
I totally get the rape culture reference and it’s not at all hard to see.
Report Post »Kerstile
Posted on March 25, 2012 at 8:03pmI am not surprised that the ad was created. Starting about 30 years ago, the “shock-jocks“ became the ”in” thing. The new grads have been immersed in “shock-jock” culture since birth. Welcome to the future. Woo. Hoo.
Report Post »EP46
Posted on March 26, 2012 at 8:01amI agree! For years Liberals (re-named Progressives) have supported Rap music, etc that celebrates violence toward women ….the Left calls this Free Speech….
Report Post »TomFerrari
Posted on March 26, 2012 at 8:38amYes. It is the shock culture. And it sells. Look at the “Saw” movie SERIES.
What should never have happened, is, children should never have been trained to celebrate that which is evil. The should have been taught MORALS. They should have been taught the word, “NO.” They should have been taught right from wrong, and that is best done by churches. When you eliminate God, then all actions are merely “norms” or deviations from the norm. If their desire or their actions are outside the norm, they seek to draw others into their actions/desires to change the norm. Instead of accepting responsibility they force others to accept their behavior.
Report Post »Case_Logic
Posted on March 25, 2012 at 8:00pmBelvedere, your celebration add is bit premature; your man Obama has not been re-elected yet.
Report Post »encinom
Posted on March 25, 2012 at 10:16pmThey just show the quality or lack there of, of the GOP field and figure it was a sure win.
Report Post »HorseCrazy
Posted on March 25, 2012 at 7:57pmour culture has gone down the toilet. I am so nervous for our future generations.
Report Post »freedomofspeech
Posted on March 26, 2012 at 3:57amno kidding, I am disturbed by this, the look on the actors face is what makes me sick. Wonder if anyone in the company has been raped? don’t think so.
Report Post »burnteye86
Posted on March 25, 2012 at 7:53pmI’ll tell you how it happened Mr. Gibbs. The ad company you hired is run by people who have no moral base.
Report Post »mekusmilkdud
Posted on March 25, 2012 at 9:06pmIs it not a little scary when the pres of a company has to ask how something in his power “happened” that is like the captain of a ship wondering how his ship hit a sub or ran aground?
Report Post »Hrothgar
Posted on March 25, 2012 at 7:50pmI still don’t see anything remotely offensive, maybe I need to drink some more booze to see it. It looks like he‘s pulling her onto the couch in a playful way not a ’i’m going to rape your face then turn your skin into a lamp shade way.”
Report Post »Mitch64622
Posted on March 26, 2012 at 8:28amFor those of you who say he’s being playful. It’s not how the man thinks of it, but the woman. And this woman‘s face says I’m scared, I don’t want this to happen. That’s the precursor to rape people.
Report Post »Hrothgar
Posted on March 26, 2012 at 9:26amShe looks surprised not terrified. I think people read into this way to damn much.
Report Post »Liberal_Teacher
Posted on March 26, 2012 at 11:39amDon’t forget the words “Unlike some people, Belvedere always goes down smoothly.“ What do you think ”goes down smoothly” means in the context of a person?
Report Post »tambri
Posted on March 26, 2012 at 12:46pmI agree with “Mitch”. It’s how the woman feels. A man may think he’s playing but if the woman is scared or says no multiple times and he still pushes her and it ends up in sex then it is rape. Two weeks ago I spent 6 hours in a hospital with a girl that this happened to. For me it was only six hours but for her it is a lifetime of issues. This is an offensive ad to all women.
Report Post »Hrothgar
Posted on March 27, 2012 at 10:22amAgain, she looks surprised like she‘s pulling away and he’s pulling back like its a game. It would be different if she had her head in his crotch.
Report Post »lukerw
Posted on March 25, 2012 at 7:44pmWill your “date” get the Message… if you order your Vodka by name (“Belvedere please”)?
Report Post »jspec33
Posted on March 25, 2012 at 7:33pmThis might made by an Occupy Wall Street Protestor. You should look into that Blaze.
Report Post »SpankDaMonkey
Posted on March 25, 2012 at 7:14pm.
Belvedere Vodka, When She Really Means No…….
I’m guessing they want us to think “Rape” is the new normal…………..
Report Post »cookcountypatriot
Posted on March 25, 2012 at 6:50pmahhhhhhhhh the drink of progressives..it goes down smooth after eating ****
Report Post »woebegone
Posted on March 25, 2012 at 6:32pmEncourage everyone who was offended to flood the website with emails.
Report Post »jungle J
Posted on March 25, 2012 at 6:32pmanimals drink their product so they spek their animal language…the average drinking American is a drunken imbecile. Go to your average sports bar and watch all the child raisers.
Report Post »lukerw
Posted on March 25, 2012 at 6:49pmAh, yes… bring back Prohibition… Gangsters… kids selling Booze… the Black Market… Bath Tub Gin… Blind Pigs… Fast Money & More Hoes. Great times… created by Smart People!
Report Post »USAMEDIC3008
Posted on March 25, 2012 at 7:47pmLUKE
Report Post »Probition
Gangsters
Kids selling crack
Cartells
Bathtub meth
Blind dead kids Fast money
yoo momma
Bad times
And I wouldnt think you beleived in creation…
I smoked dope, drankEverything from 3.2 up to my homemade 180%
But then I grew up.
JP4JOY
Posted on March 25, 2012 at 6:15pmThis is what happens when you let 20 somethings take charge of your ad campaigns and don’t use a good review process of their work, not unlike many ads I see that just leave me shaking my head. Attention Grabber mentality run amok.
Report Post »TXPilot
Posted on March 25, 2012 at 6:26pmYes, I’m quite sure they had no idea that their ad was offensive……pfft……everyone just keeps pushing the limits of what is considered acceptable, so gradually, they push that line further and further into the toilet, where the morals of this country already reside.
Report Post »Mil-Dot
Posted on March 25, 2012 at 6:58pmLong John Silvers is now using the line “thicker is better” to describe their fish pieces. Tide and others including some joint pain topicals are using the term “penetrates deep” . Apparently women subliminally listen to such things in ads and it influences their purchasing habits. A teacher of mine once told me that there are sexual inuendos in just about every advertisement. But, yeah, the perversion of America continues.
Report Post »lukerw
Posted on March 25, 2012 at 7:13pmSex… sells… Even Computers… and WireLess Networks! If it does not look nice or move… put a hot model in front of it!
Report Post »Darmok and Jalad at Tanagra
Posted on March 25, 2012 at 6:12pmThey should have just shown the Terminator get shot repeatedly, “Somethings just don’t go down easy”
Report Post »Laus Deo
Posted on March 25, 2012 at 6:50pmBelvedere Vodka ‘blew’ the opportunity to use the ultimate low ‘blow’ ad… I’ve got one word for you: Monica.
Report Post »lukerw
Posted on March 25, 2012 at 7:02pm@LAUS…
Report Post »Now, you done it :) How about the guy being FDR in a WheelChair… and the girl, his Nurse (or was that a Secretary that he died with)…
Optimist4now
Posted on March 25, 2012 at 6:05pmDon’t be offended, just don’t respond. Screaming is a response, buying is a response, not buying is a response — don’t respond, the message will get through and you won’t look like a whiner.
Report Post »HorseCrazy
Posted on March 25, 2012 at 7:55pmbecause rape is funny and this is appropriate? wrong.
Report Post »SoupSandwich
Posted on March 26, 2012 at 7:54amNot rape, just good old elitist collegiate fraternity groping, so they say. If this is on Telemundo…well, don’t send your daughters to Mehico without a 25 man SS detail and kevlar condoms.
Report Post »Atilla
Posted on March 25, 2012 at 5:59pmEvery time I think the low has been reached a new low takes it’s place.
Report Post »SamIamTwo
Posted on March 25, 2012 at 5:55pm“The abuse of alcohol is dangerous for your health. Belvedere Vodka supports the responsible consumption of its wines / its products through Moët Hennessy, member of the European Forum For Responsible Drinking (www.efrd.org), DISCUS (www.discus.org), and Entreprise & Prévention (www.soifdevivre.com). For more information on alcohol & drinking responsibly, please visit Responsible Drinking (www.responsibledrinking.eu) and DrinkAware (www.drinkaware.co.uk).”
Report Post »lukerw
Posted on March 25, 2012 at 6:07pmMmmmm…. Black Russians….
Report Post »KickinBack
Posted on March 25, 2012 at 5:53pm“Please drink responsibly”
Yet most of the ads show mainly groups of 20 somethings having a rave ‘ol time.
Report Post »CanteenBoy
Posted on March 25, 2012 at 5:46pmThat really blows me away.
Report Post »TIME_2_END_THE_PAUL_CAMPAIGN_IN_12
Posted on March 25, 2012 at 6:00pmThe comments will probably be… going down… from here, lol.
Report Post »lukerw
Posted on March 25, 2012 at 6:19pmNext… TenTeen Birthday Parties!
Report Post »Sicboy
Posted on March 25, 2012 at 5:44pmAnything to make a buck.
Report Post »hauschild
Posted on March 25, 2012 at 5:43pmNever mind the fact that the ad essentially eludes to the truth about our culture. In typical Marxist fashion, deny it; pretend it doesn’t exist; vilify the messenger – anything but holding bottom feeders accountable.
Report Post »lukerw
Posted on March 25, 2012 at 5:42pmAh, yes… the Drink of OWS!
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