An ad that features little girls spouting the F-word while wearing princess dresses has the Internet buzzing -- and the response isn't all sugar and spice.
T-shirt company FCKH8 has the kids colorfully making statements about sexism, such as “Women are paid 23 percent less than men for the exact same f-----g work" and "My aspirations in life should not be worrying about the shape of my ass.” The premise is that inequality is far more offensive than profanity.
The shocking video ends with grownups pointing out the company's feminist-themed T-shirts available for purchase, with $5 of the $15 price going to charities that deal with discrimination.
WARNING: This video contains strong, uncensored language.
Mixed feedback appeared on the retailer's Facebook page.
"This is disturbing," one visitor wrote. "What are you really teaching these girls? You're teaching them to use a foul mouth instead of an educated one to get attention. Sad."
"I'm all for equality but I think most people won't see past the swearing children and just close it in disgust after a few seconds," another penned.
"My eyes are bugged out...my mouth is hanging open...and I LOVE IT!" said another in approval.
Jezebel's Kelly Faircloth chided the site for its merchandising objective. "If this were the D.I.Y work of some scrappy feminist and her obscenity-spouting Girl Scouts troop, I'd likely be charmed," she writes. "But it's not. It's a slickly produced piece of viral marketing."
The video's producer, Mike Kon, defended the provocative strategy, telling AdWeek: "Some adults may be uncomfortable with how these little girls are using a bad word for a good cause. It is shocking what they are saying, but … the big statistic that one out of five women are sexually assaulted or raped is something society seems to find less offensive than a little four-letter word."