"Humiliating men in ads for products aimed at women is a well-worn cliche that's beneath the mighty BBH. In addition, there's something a bit patronising about the ad. It's as if it deliberately lacks sophistication because someone at Surf has decided that the product's target market couldn't cope with anything more complicated. Finally, the air-brushing out of all blemishes and hair on the man's body makes him look really creepy."
Francesca Newland finds Bartle Bogle Hegarty's campaign for Surf cringe-worthy: