Much screwing up of faces this morning as the new Channel Five "love" ident was watched. Do viewers really want to see 32 inches of sperm on their TVs?
But it's also just the latest in a long and proud tradition of adverts that are so horrible, nauseating or just plain crap that they become memorable and thus pull off the trick that the creators desire.
Sky recently produced the stomach-churning promo posters for new show Bones (you know, the one with two forensic cops and half a leg) - although that does not seem to have convinced many people to watch the show.
And Northerners far from home can always bond by reciting the words to the Shackleton's chair advert - so terrible it was gloriously memorable. (Go on, ask any Yorkshireman sat near you to deliver the advert word for word, I bet they can).
There must be many, many more out there worth remembering. Go on, remind us:
