Sure, we get that people like smooth vodka. But the idea that Belvedere was shocked, just shocked that combining copy that read, “Unlike some people, Belvedere always goes down smoothly” with a visual of a distressed woman being restrained from behind would offend doesn’t go down as easily. After the social media ad generated an outcry for what many called a trivialization of sexual assault, the company pulled the ad, but its weak sorry-if-you-were-offended apology didn’t curb the outrage. (Belvedere eventually issued a longer, more contrite apology.)