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TV ad announces that Hugh Hefner is coming to Brazil to choose the new Devassa Girl

Founder of Playboy magazine Hugh Hefner is going to be a pitchman for Devassa beer. The brand created a huge buzz in Brazil two years ago with a teaser on the Internet that encouraged the public to find out who the girl on the other side of the door was. The keyhole became slightly bigger each day, showing eventually that the girl was socialite Paris Hilton. Last year’s “Garota Devassa” [Devassa Girl] was Sandy, a prudish Brazilian singer.

This time, after a campaign daring Internet users and TV viewers to guess who the brand’s new star would be, Schincariol (the third largest beer brewery in Brazil), which owns the brand, announced Mr. Hefner’s name on Tuesday, Feb. 14. The entrepreneur is famous for enjoying parties and being constantly surrounded by beautiful women.

He will be coming to Brazil for Carnival and choosing the new Garota Devassa from four models who are going to be at the brand’s box at the Sambadrome. The whole initiative will be webcast on the Devassa Bem Loura Fan Page on Facebook. Last year, Mr. Hefner starred in a commercial for Dutch Bavaria, created by Selmore. The film shows that Mr. Hefner drinks a Bavaria when he gets tired of his Bunnies.