We thought that the old advertising stereotypes of yesteryear must by now have given way to pure creative genius. Nonetheless, a South Korean ad agency risked a return to the familiarity of female objectification. The aim of getting noticed has certainly been achieved, surpassed even. Indeed, the dairy products of “Seoul Milk” are now known urbi et orbi. After the ad was broadcast, the international public reaction on social media boiled over faster than a pan of milk on a hot stove; the dairy firm immediately threw itself into a session of official contrition: “We sincerely apologize to everyone who may have felt uncomfortable due to the milk advertisement video uploaded to the official YouTube channel of Seoul Milk on the 29th of last month”.