Theres so much wrong here.
Mexican lingerie company Vicky Form has created a pair of knickers that vibrate every time a goal is scored, because obviously, women need clitoral stimulation to be able to enjoy sport, called the Siente el Juego.
The underwear brand unveiled the new product on Thursday ahead of the World Cup kick off with an advert that begins with the spurious stat that every year four million couples separate because of football. It goes on to show a couple arguing because the man in question ignores his partner as soon as he starts watching the football.
The women tries on the Vicky Form vibrating knickers, suddenly starts taking in interested, gets really excited about a penalty and you can pretty much guess the rest.
Twitter users have been quick to decry the advert and the product as grossly sexist, which of course they are.
Plenty of women enjoy sports, including football, and are loving the World Cup. They dont need genital stimulation to get excited about goals being scored.
The product taps into sexist ideas about male hobbies and female hobbies, painting sports as something irritating and alien for women when this simply isnt true.
The advert also regurgitates the tired trope of the nagging wife or girlfriend, who wont just shut up and let her man watch the football, and of course is entirely incapable of enjoying it with him (unless shes got a vibrator against her clit).
Men can just watch football, but according to Vicky Form, women have to be sexualised and sexually stimulated into being able to tolerate it.
The vibrating Siente el Juego knickers are nowhere to be found on Vicky Forms website, so its perfectly possible that theyve taken them down after being slammed online or the whole thing is a joke designed to get people talking about the brand.
We hope so.