100% Titanium Tastes Bad

16 Dec

Svedka_Grl is the “it girl” of 2033, her relationship status is “on the rocks,” she prefers “stiff cocktails,” she’s the “ultimate party bot,” and claims that “fembots have more fun.” These are just a few headlines from Svedka’s most recent advertisements featuring their fembot, Svedka_Grl. She was designed to be sexy; with long legs, thin waist, large chest, pronounced lips, defined cheek bones, and captivating eyes. If beauty can be described in measurements, then Svedka_Grl is perfect.
Among a plethora of reasons, Svedka chose a campaign in the year 2033, because nothing is off limits; they have the ability to make any claim they want. The claims attached to the fembot advertisements are designed to be outrageous, but some cross me as outright offensive. Svedka_Grl proclaims that 2033 has a 100% divorce rate, she praises LA for being home of the first drive thru plastic surgery window, and coquettishly declares “make your next trophy wife 100% platinum.”
I’m left in a state of disbelief, because Svedka had the opportunity to go ANYWHERE while building their 2033 fantasy land, and they chose superficial. I understand that Svedka had to design a futuristic playground that consumers would find shocking; but I would think that they were aiming for appealing as well. Does Svedka think that the hip twenty-something find broken homes, unnatural body parts, and an absence of love attractive?
Apparently I am not alone in taking offense to the crude sexually charged fembot advertisements. DISCUS (which is the Distilled Spirits Council of the US, code of the responsible practices for beverage alcohol advertising and marketing) has come down on Svedka multiple times for the fembot advisements. A few times, citing the ads for violating the “good taste” provision, and Svedka’s biggest offense; relying on lewd images and sexual success as a selling point.
I’m curious as to how Svedka_Grl engages the consumers. The company has quite obviously put a lot of time and money into creating an atmosphere, and an icon; I’m wondering if the audience embraces the lifestyle, deters it, or simply ignores it.

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