It might only be May, but already it's been one hell of a year for misguided brand campaigns.
First to hit headlines was Kendall Jenner's awkwardly flippant Pepsi ad that suggested a can of the fizzy drink could be the peacemaker we just hadn't thought of. Add to that her involvement with the black comedy that was Fyre Festival and poor Kendall can't catch a break.
Next up, Nivea basically broke the internet with their hugely offensive (like so obvious how did they not see it offensive) ad that toted the slogan 'White is purity'. Needless to say no one was best pleased.
And now everyone's favourite brand for a consistently creamy lather, Dove, have added their own dubious campaign to the mix.
Releasing a new line of limited edish 'Real Body' bottles, the brand have recreated their Deeply Nourishing Body Wash in shapes aiming to reflect the diversity of women's bodies.
Between short and round, tall and long and a sort of wibbly shape in the middle, the 'curvy' bottles represent six different body types...if said body types were looking in a fun house mirror.
Ok, we'll admit it's nowhere near the catastrophically ignorant campaigns of ad fail pals Nivea and Pepsi, but, is it all just a bit 'Women can play football too!' for 2017?
'Each bottle evokes the shapes, sizes, curves and edges that combine to make every woman their very own limited edition,' stated Dove.
We get it, the intention was clearly to spread a message of body positivity - a large part of Dove's ethos and one we're usually more than on board with - but we're just not sure comparing women's bodies to various bottles of shower gel is the game-changing campaign of inclusivity and boundary-breaking beauty standards women need right now.
Inevitably Twitter didn't mince their words on the subject either:
Our verdict? Good effort Dove, but must do better.
Body wash bottles are a start, but we'll be honest, we've never looked at one and thought, 'Yes, you inspire me shower cream. Thank you for letting me be me.'
Not yet anyway...