A few years ago I blogged about a study done in Italy that claimed cell phones were responsible for nine out of ten discovered affairs in that country. The kicker was, the firm that did the study went so far as to release a list of “Golden Rules for Cheating,” in case these adulterers wanted to get better at covering their tracks.

This is almost as bad as that.

In the video below, you’ll see Saatchi & Saatchi/Buenos Aires (on behalf of their client, Andes beer) making some wild generalizations about boyfriends wanting to be at bars with their buddies, and girlfriends wanting them to be at home. What they cooked up is so ridiculous you will think it must be fake: a soundproof booth installed in local clubs that allows men, when their cell phone starts ringing, to duck in, select a background sound, and lie to their girlfriends about where they are.

Brilliant, right?

Oh, and sexist and deceitful. On the other hand, maybe Saatchi’s market research suggests that Andes’ target customers are mostly sexist and deceitful. Hell, they must have done something right, because guys actually used these things. They used them a lot.

So Andes got all sorts of publicity for a unique approach, not to mention a ton of grainy black & white video of the guys lying to their girlfriends, which they can use as A) free advertising or B) blackmail. So who really gets hurt?

Oh, right, the girlfriends. But they probably drink wine or something.

(This dude probably has the iTrust app, too.)

Via Digital Buzz.