Sports

Georges Laraque Octane Girls Ad Video: NHLer Apologizes for Ad

by Jon Azpiri | October 14, 2009 at 01:27 pm

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Montreal Canadiens forward Georges Laraque has apologized for appearing in an ad filled with women in bikinis. The popular NHL forward appeared in ad for Octane 7.0, an alcoholic energy drink. The Georges Laraque Octane ad features the tough guy playing street hockey with several scantily clad women.

The Georges Laraque ad only appeared online, but it was enough to draw the ire of women's groups, who stated that the ad was sexist.

"This is one more example of sexist advertising," said Alexa Conradi, of the Federation des femmes du Quebec.

Laraque may have also run afoul of NHL rules. The NHL's collective agreement forbids players from promoting alcoholic beverages.

Laraque apologized saying he had never appeared in a TV ad before and says he made an error in judgment. He said that he only did the ad so he could donate the proceeds to an animal rights group. He said he was unaware of the ad's contents when he arrived at the TV shoot.

"People who know me know I'm not that kind of (macho) person," Laraque told reporters at a Habs practice Tuesday.

"That's not the kind of thing I'd agree to promote."

The ad agency behind the Georges Laraque Octane ad says the spot was meant to be a tongue-in-cheek parody of sexist beer ads of the past. Whatever their intention, the uproar caused by Georges Laraque has given more attention to Octane 7.0 energy drink than they ever could have hoped.

Here is the Georges Laraque Octane 7.0 ad.