Perrier joins the Worldwide Gratuitous Ass Movement
(The thong tag translates as "Polar Wool.")
What the ad is saying is, 'EVEN THOUGH THE WOMAN IS WEARING A THONG, IT'S A POLAR WOOL THONG, SO HER ASS CRACK MAY BE HOT AND THEREFORE SHE NEEDS THE COOL REFRESHMENT OF FRANCE'S NATIONAL SPARKLING WATER...
Not to be out-assed by the Germans, Brits, or Americans, Ogilvy Paris, as part of a new (-ish) dubious print campaign for Perrier, shoves some Gallic derriere in our faces (I do appreciate the green nail polish). Seriously, who do you French ad people think you're kidding with this (sorry) half-assed concept? If you're going to use the Ass, then put some thought into it!
related: Perrier's slightly less bad US campaign:
1. Perrier. Shittier.
2. So, Perrier is full of radioactive isotopes?
3. The French coulda used this sailor in both World Wars.