Bad Day on Social Media? Ads for High-Alcohol Beer Suggest Drowning Your Sorrows

An appeal to modern self-pity

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No one inspires sympathy quite like a guy who spots his girlfriend on Tinder while shopping around on the the dating app himself.

A new campaign from Brazilian agency Candy Shop for Boca Maldita, a regional high-alcohol beer, riffs on modern infidelity—as it plays out on mobile and social networks. Four print ads feature headlines from the Ashley Madison school of adultery-themed, logic-affronting copy—along with the tagline, "Some days you just want to forget."


It's hard to feel bad for the dude whose wife catches him cheating by reading his texts.



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