• USA Today, Tuesday, September 28, 2010 11:01 AM

"Sex in advertising is one thing," writes Bruce Horovitz. "But sex with a vodka bottle may be quite another." That's exactly what appears to be going on in a print and billboard ad campaign for Skyy Spirits that shows a woman in red tights and heels appearing to have sex with a giant Skyy blue vodka bottle.

"This is just ridiculous, it's porn-a-hol," says Marin Institute executive director Bruce Lee Livingston. "Underage kids will look at this and associate sexual prowess with drinking Skyy." He says that the ad also demonstrates that the alcohol industry can't police itself. The Distilled Spirits Council says its code review board has not seen the ad and declined to comment.

The campaign was shot by fashion photographer Raymond Meier and is in October issues of magazines that appeal to the 21-to-34-year-old target as well as on billboards in New York, Chicago, Dallas and Miami. "It's about the content of our product," says marketing director Maura McGinn. "We're an adult product consumed mostly in the evening and in flirtatious situations."

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