Deodorant brand Lynx has posted a mischievous response to complaints from the advertising watchdog about its latest campaign.
The adverts, which featured model Lucy Pinder is a series of saucy poses, were banned for degrading women by the advertising standards authority (ASA).
Lynx has now hit back with a video featuring Pinder in a woolly jumper pulling out a series of props from previous adverts, while a strap runs across the bottom saying “Lynx apologises for any offence caused”.
On the ruling, the ASA said: “We considered that the various activities that Ms Pinder carried out were presented in a sexually provocative way, and that alongside the focus on Ms Pinder's cleavage … were likely to be seen as gratuitous and to objectify women.
“We considered that was emphasised by the text ‘Can she make you lose control?’… and the invitation to ‘Play with Lucy’, which we considered would also be seen as degrading to women.”
Lynx is hoping the cheeky apology video will go viral.