Smirnoff has begun printing ads directly linking vodka to sex, and while this has been done subtly for years these images have become ever more shocking. In 2012, their print ad campaign took a step up providing extreme sexual innuendos linking vodka to prepping to provide sex. In each image the woman appears as an object willed by the alcohol in a sexual manner. These images provide women in close to or entirely naked sexual poses, often with a male counterpart either posing as ravaging her, or about to receive presumed sexual attention. These images drive rape culture, and the idea that alcohol is a tool to obtain sex from otherwise unwilling women. They are also exceptional objectifying, which is beyond appalling. Given Smirnoff's large female customer base, these images also show their disregard for female interests, as these ads do not look to appease their major purchasing demographic.