Is anybody else just fucking creeped out by the American Apparel “Meet Melissa” ads? I’ve seen them a lot on the Onion and a few times on IndieClick affiliates, I’m not sure where else. The ad is a picture of a pretty girl with dark hair in a white t-shirt, smiling under a badly lit shower and looking kind of nervous. The ad has a rollover sidebar. Expanded, it reads:

“Meet Melissa. She won an unofficial wet T-shirt contest held at the American Apparel apartment in Montreal. Her prize for winning was a travel mug from McGill University, and the satisfaction of a job well done.

Melissa is wearing our new ultralight Sheer Jersey T-Shirt, AKA “The Summer Shirt,” available at our stores and online.”

Let’s translate that.

“Meet Melissa No Last Name. We had a party at a company apartment, then piled on the peer pressure and alcohol until we got some girls to pose under a shower. We thought this one was hot, so we’re going to put her face and upper chest on a few billion pageviews. We didn’t pay her shit!

We’re reasonably sure Melissa’s over 18, but hey, no last name and no pay means no paper trail, right? P.S. Go to our site and you don’t even have to look at her face, just her hands over her breasts splashed real big on the front page.”

For a company that’s trying to build a rep as progressive (“Sweatshop Free, Brand Free Clothes”), they sure come off like fratboy assholes there.

Update 1453 hrs: Ashleigh linked me to an enlightening Business Week article.