Skyy Vodka’s Not-So-Subtle Bottle Penetration Ad

Offender: Skyy Vodka

Media Outlet: Rolling Stone (Oct. 14 issue) and other high-profile magazines; also appearing online and on billboards

The Offense: A woman’s legs, clad in rubber tights and high heels, are wrapped around a giant Skyy Vodka bottle in a pose that suggests the bottle is penetrating the woman.

NOW’s Analysis: With NOW Foundation’s Love Your Body Day coming up on Oct. 20, now’s a good time to take a look at how advertisers use sex to sell their goods. For quite some time, Skyy Vodka has been a textbook example of how to objectify and sexualize women. Their ads often portray womankind as man’s well-deserved reward, a way to signify and celebrate the high life. In the process, women’s bodies are presented as if they’re a product to be consumed along with the alcohol.

This latest advertising campaign — called “Skyy Sexy” — relies on the same old trick of conveying sex through women and their body parts. Phallic symbols are nothing new in advertising, and placing them strategically to suggest penetration is far from original. So, on the one hand, most people probably aren’t shocked by this ad. Many might not even give it a second thought. But maybe they should.

If we give Skyy Vodka a pass on this ad, we allow them to push the line of tolerable objectification of women even further in the wrong direction. The sexualization of women and girls has been proven to be harmful to their self-image and development. It is up to us to say NO to this kind of portrayal of women.

One more point: Given that alcohol consumption is present in a significant percentage of sexual assaults, the linking of sex and alcohol in such an explicit manner is downright irresponsible.

Take Action: Write to Skyy and tell them what you think about this ad. You can also contact the Distilled Spirits Council of the United States and urge them to investigate whether Skyy Vodka’s latest campaign violates its “Code of Responsible Practices for Beverage Alcohol Advertising and Marketing.”

Finally, get involved in NOW Foundation’s Love Your Body campaign and join us in the effort to promote positive images of women and girls.

Lisa Bennett, NOW Communications Director

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