Liquor companies often employ sexual images to sell their products, but liquor brand Cabana Cachaça isn't leaving anything to the imagination in a new multimillion-dollar ad campaign that features naked women wearing nothing but tan lines. For Cabana Cachaça's consumer advertising debut in the U.S., ad agency Avrett Free Ginsberg gave Mario Sorrenti the tough assignment of selecting Brazilian models to photograph. The only question is — will anyone even notice that bottle of Cachaça in the ad?
As for any thoughts that the nudity might be over the line, Peter Hunsinger, vice president and publisher of GQ, said he didn't hesitate to run the campaign, noting that liquor ads are an important part of the magazine's ad business (and in these tough times, every page counts — see above). "There's always a fine line, isn't there?" he observed. "But good ads should always be provocative. They aren't that far off from those Tom Ford or Dolce & Gabbana ads that we've seen in the past. We also feel that, because it is Mario Sorrenti, it has an art feel to it that is very relevant." The ads will appear in the June issues of GQ, Esquire, Men's Vogue, Details and, of course, Playboy.