The days of sexy cycling calendars and bikini clad 'bomber girls' wielding forks may be over, but hypersexualised advertising is not - as an Instagram ad published last month by cleaning product brand Muc Off demonstrated. However, the reaction it prompted is a symptom if a shifting audience.
The Muc Off ad in question - which depicted a man "finger blasting" (according to one commenter) every orifice of his bike and suggestively rubbing down surfaces, accompanied by the caption "show that filth who’s boss" - is several years old, but was reposted in January.
