The European Commission has had a good idea (makes a change!). It wants to get more women into science, technology, engineering and mathematics careers.
The only problem is that (as we all know) the fairer sex just don't care about test tubes and periodic tables. What they care about is lipstick, shopping and fashion. So why not combine the two in a fab new ad campaign?
You could create an ad that makes it look like an ad for make-up. That way, you could lure unsuspecting ladies into signing up in the misguided belief they will get a free handbag or something with every STEM (science, tech, engineering and maths) career.
Or at least that is how we can only imagine the conversation went between members of the marketing team at the European Commission and the ad agency when they were planning out this new ill-judged ad for their 'Science: It's a Girl Thing' campaign.
After just 30 hours of uploading it on to their website, the EC had to remove it, such was the outcry from people all around the world, who have branded the ad 'sexist'.
You don't need to be a scientific genius to work out why.