Our formal complaint asking Allied Domecq to remove the Sauza billboard from our community

RE: [Lost Modesty Ad]

January 4, 2005

To DISCUS:

I am writing to register a formal complaint regarding a billboard for Sauza Tequila that I saw this morning between Gilman Street and Cedar Street on the Eastshore Highway in Berkeley, CA. I believe that the ad in question violates several sections of the DISCUS Code of Responsible Practices.

The billboard shows a bottle of Sauza stripped of its label (which lies nearby on the bar) and flanked by a full shot glass, saltshaker and quarter of lime. The large text reads “Lost: Modesty.” Nearly illegible text at the upper right hand corner says, “Lose modesty but never self-control. Drink responsibly.” But the ad’s true intent is confirmed by the much larger message that appears below, “Get lost. Find yourself.”

This ad encourages heavy, irresponsible consumption, suggests that drinking Sauza will lead to nudity, and actively promotes the use of Sauza Tequila for its sexually disinhibiting effects, all in defiance of the DISCUS Code.

I request that you review this ad against the DISCUS of Responsible Practices and inform your member of this complaint. I further request that the ad in question be immediately removed. I look forward to hearing how your member will address my concerns and avoid similar irresponsible advertising in the future.

Sincerely,

Laurie Leiber
24 Belvedere Street
San Rafael, California 94901

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