Celebrities are significant role models to the younger generation. Children and teens look up to these celebrities and are naturally inclined to imitate what they see their heroes doing. When celebrities choose to endorse alcohol, they are in turn marketing their alcohol to a significant portion of their followers that are underage. Alcohol companies use this loophole to target underage, entry-level drinkers whilst they are young and vulnerable and this is unacceptable.

This parody on the 2014 Paper Magazine campaign aims to highlight this tactic created by alcohol marketers to advertise their products to underage youth.