At least, that's what everybody called it yesterday (Forbes, Jezebel, etc). And the French brand pulled the ad from facebook and twitter less than an hour after posting it.
But here's another possible interpretation of the above headline/visual scenario from an ad-making and blowjob-receiving veteran: maybe he has a John Holmesian penis and, well, she's frightened?
OK, no, everybody's right: rapey.
Belvedere has done blowjob inspired layouts before (one, two).
Anyway, what is it with alcohol brands and rape scenarios?