Cristine Reyes' beer ad pulled out


Posted at Aug 05 2010 06:26 PM | Updated as of Aug 06 2010 07:50 PM

MANILA, Philippines - Two beer advertisements involving sexy actress Cristine Reyes drew flak from the government's Philippine Commission on Women (PCW) for portraying females in a "derogatory manner."

The group was particularly referring to the ad that featured a man holding Reyes' bikini top, which "insinuates sexual interest and depicts Reyes as a sex object." This was pulled out from local television channels last June 22.


Cristine Reyes' beer ad pulled out 1
Cristine Reyes wears skimpy clothing in the beer ad. Screen grab from YouTube.


"PCW remains steadfast in its position to oppose any efforts of commodifying women and perpetuating sex stereotyping," PCW executive director Emmeline Verzosa said in a statement.

The other ad, which featured Reyes getting ready for her date after taking a shower, was edited to remove scenes "showing a lot of skin."

The 2 ads were part of the Colt 45 Vava Vroom Real Man promo, where prizes at stake are a weekend getaway with Reyes and a tough truck. The beer brand is under Asia Brewery Inc., a company owned by Lucio Tan.

PCW said it will no longer be "forgiving" of Colt 45 commercials, which usually "promote stereotypes of what a real man should and should not do."

Meanwhile, an official of Asia Brewery stressed that the company didn't view the ads as a derogatory portrayal of women as a commodity or prize.

"(The date concept with Reyes) is rather common and a highly accepted experience most people would aspire," said Asia Brewery Inc. senior brand manager Joseph Ryan Consul.

He added, "(Asia Brewery) will ensure to uphold equality in sexes, and uplift the image of women (in all of its communication drives)."

Section 16 of Republic Act 9710 or the Magna Carta of Women asserts that the State shall endeavor to raise the consciousness of the general public in recognizing the dignity of women and the role and contribution of women in the family, community and society through the strategic use of mass media.