This week, BIC South Africa made jaws around the world drop with an ad for National Women's Day with the slogan 'Look like a girl, Act like a lady, Think like a man, Work like a boss'.
Unsurprisingly it did not go down as BIC had expected causing a furious tidal wave of hugely critical comments on many social media sites.
Sadly, it isn't the first instance of such an ad, recent history is littered with ventures so horrendous that it's often impossible to believe could have been signed off by anyone...