Education group, Parents Television Council, has criticised car maker Mercedes-Benz for its latest ad featuring model Kate Upton.
The ad, set to be aired during the Super Bowl, sees Upton distract a group of men washing the Mercedes-Benz CLA.
The Parents Television Council claim that, although the ad is not as racy as some big-game ads, its sexual nature does send a poor, disrespectful message to women.
The group’s director of communications and public education, Melissa Henson, said the ad is “about selling objectification, not selling cars.”
Henson added that the commercial seems to focus on Upton than on the car, which ultimately sends the message to “millions of wives, daughters and sisters across the country that you use your sex appeal to get what you want, and if you’re not sexy, you have nothing to offer.”