Campari = Cleavage

I can’t decide if this is pure genius or pure sexism. I suspect it’s a lot of both. A while back, I saw that Salma Hayek had signed on to appear in ads for Campari. A couple of the Hotel Campari-themed images appeared, showing a sultry Salma showing off her, uh, generous assets. Then, the other day I rediscovered the Hotel Campari campaign and saw that they had added a video and more pictures. Well, you guessed it, it’s breasts ahoy. In fact, all but one spot for the bitter apéritif prominently display Salma’s heaving bosoms. Of course, that shot showed off her butt instead. Now, I am all for boobies. Trust me, I’m all “Yeah, boobies!” over here. But, shouldn’t these ads be just a little more, I dunno, subtle? Apparently, not. Who needs such trifles as copy, dialogue and storyline? All we’re supposed to think is Campari = cleavage. Though, I guess when you’ve got breasts as amazing as Salma’s at your disposal, less is more. Or, in her case, more is more.