An American advertising agency might find that "Horseshoe Bay Blue'' is a more appropriate name for the shade of one of its client's cars.

An advert for Mazda's latest model, the Miata M Edition, features the sleek convertible against a scenic backdrop of what is unmistakably a traditional Bermuda cottage, local foliage and the waters of the South Shore.

But the copy implies the dreamy pink cottage and setting is in Jamaica.

Hence the name of the featured car's "special'' colour -- "Montego Blue''.

The advert was spotted in the latest edition of the popular US magazine, Sports Illustrated.

When contacted yesterday, the Tourism Department said it was aware of the advert.

Communications manager Mrs. Sandra Phillip Bassett said the "misrepresentation'' would be brought to the attention of the agency responsible and the advertisement hopefully pulled or changed.

To try to describe what Mazda Motors of America believes is a unique colour for a car, the copy above the advert reads: "Off the coast of Jamaica, out in the deep water where the game fish run, the Caribbean hits a particular colour somewhere between black, green and blue.

"Spend the better part of a day trying to land a marlin out there and you'll see a hundred shades of it.'' Rubbing more salt in Bermuda's wounds, the advert continues: "It is a bit like driving your own piece of the Caribbean.'' "In which case we recommend you put the top down. To feel the tradewinds in your hair.'' Inquiries yesterday with Mazda Motors American headquarters in California revealed the agency that created the advert was none other than Foote Cone and Belding -- the Bermuda Tourism Department's former advertising agency.

A Mazda marketing official said the photo/painting in the advert was composed of two different shots and manufactured by the agency's art department.

"It was stuck together to look like what we wanted it to,'' she said, referring further inquiries to Foote Cone and Belding.

Printing Department employee Ms Kim Cooper, after speaking to artists, admitted the picture was in fact of Bermuda.

The advert had a "long-running schedule'' in six major US publications, she said, including Mirabella and Auto Week.

She referred further inquiries to account supervisor Mr.

Greg Sieck, who did not return phone calls.

But local Tourism officials are on the case.

Tourism was aware of the advert -- someone had pointed it out to marketing director Mr. Peter Smith, said Mrs. Phillip Bassett.

"We will be contacting the ad agency responsible to indicate that it was a misrepresentation to use a Bermuda home and refer to it as being in Jamaica,'' she said.

She did not think Tourism would have to resort to taking legal action.

But, she added, "Obviously we don't want it continuing to run.

"We are always on the look-out for this type of thing.'' A similar incident happened earlier this year when a local hotelier spotted "strikingly similar'' Caribbean island adverts to the Bermuda Shorts series.

That series was created by DDB Needham, which took over the Tourism account from Foote Cone and Belding several years ago.

The adverts were for Aruba and the British Virgin Islands. And like Bermuda Shorts adverts, played on culture, people and leisurely activities rather than sun and sand.

After they were brought to his attention, Tourism Minister the Hon. C.V. (Jim) Woolridge promised to look into the matter and said he would be keeping a watchful eye on adverts for other islands.

ADVERTISING BLUES -- Spot the Bermuda cottage! This advert credits the ocean around Jamaica for inspiring the unique shade of the car advertised, but Bermudians weren't fooled.