Logo on nude model ruffles soccer sponsor

The Vancouver Whitecaps are taking some heat over a promotional video, shown below, that's become a viral smash — at least as far as Canadian soccer ads go. It shows a nude model being spray-painted with the team's uniform, along with sponsor Bell's logo across her breasts. Franchise marketing chief Kim Jackman says the clip is meant to convey "the passion soccer fans have for their sport, including the tradition of body-painting and how it is done." Personally, I'm all for creative displays of women's breasts, but Marie-Eve Franceour, a rep for Bell telecom parent BCE, complains, "This marketing effort clearly didn't fit with Bell's expectations." Maybe they wanted the logo sprayed across her butt cheeks instead.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.