Gold Coast girl Sophie Monk is copping flack for appearing in an ad that’s ‘degrading to women and condescending to men’.
In the three-minute Lynx commercial, the singer/actress shows men how to wash ‘sports balls’.
Anti-sexploitation campaigners have jumped on the so-called ‘Cleans Your Balls’ promotion, which is full of double-entendres, according to the Herald Sun.
It’s been labeled crass and oversexualised by lobby group Collective Shout whose co-founder Melinda Liszewski said up to 10 members had lodged complaints with the Advertising Standards Bureau.
"It’s undermining the move to create a culture of respecting women if you have got men openly joking about washing their balls so women can play with them," Ms Liszewski said, urging consumers to boycott Lynx’s parent company Unilever.
"Lynx’s target market is teenage boys and it’s sending them the wrong message," she added.
Ms Liszewski said the company had been on Collective Shout’s ditch list since releasing an ad last November featuring barely-clothed women explaining the rules of rugby. It ended up being banned by the ASB.
Ms Liszewski said she was surprised a talented woman such as Monk had participated in the “tacky” advertisement.
Monk recently tweeted: “Lynx commercial getting 20% bad 80% like it, it's fun, lighten up, I'm playing a character"
The Lynx ad will be cross promoted with a raunchy spread of Monk in men’s mag Zoo Weekly.