Sports Illustrated readers likely were stunned when they saw a full-page advertisement in the February 18th edition that featured Michael Jordan on the cover.

The ad featured a large photo of a woodpecker pecking at a tree was this body copy: “A CLEAN PECKER ALWAYS TAPS IT.”

What? The common playground euphemism for a penis in a headline?

It couldn’t be…Or could it?

The rest of the copy explained “Introducing new Fresh + Sexy” wipes by Playtex. The before and after intimate wipe that gets you ready for whatever comes next. CLEAN WHERE IT COUNTS.”

Stunned readers likely thought, “Are you kidding? Is this what advertising has devolved into these days? Is the target audience prostitutes?”

Instead of creative and successful advertising campaigns such as “Got Milk?” “Just Do It” and the Budweiser Clydesdales/frogs/lizards, this Playtex campaign seems to have been created by giggly 12-year-olds.

Compare the Playtex ad with this from Britain. That’s creativity.

The Fresh + Sexy wipes ads are not clever or creative. The fact that magazines are so desperate to generate revenues that they are willing to even publish the ads says a lot about the lack of ethics and standards today in the publishing industry.

A news release by “Energizer Personal Care,” a division of of Playtex based in St. Louis prior to Valentine’s Day, says Fresh + Sexy wipes are supported by an advertising campaign created by Grey New York. “It features arresting images and cleaver (sic) innuendos.”

“This product was designed to address an important consumer need,” says Erik Rahner, Group Marketing Director, Energizer Personal Care in the release. “Sex isn’t always a planned event that can be prepared for. With Fresh + Sexy wipes, couples now have a way to be clean and ready for even the most spontaneous moments. They can be ready for intimacy whenever - and wherever - the mood strikes.”

“We wanted to be fun and playful and bold all at the same time,” says Elaine McCormick, Creative Director at Grey New York. ”And the campaign lets us be all those things.”

The brand’s tagline: ‘Clean where it Counts’ came out of the strategic insight that sex is more fun when you’re confident. “Because when you’re clean where it counts you’re ready for anything,” Ms. McCormick added.

As if the “Clean Pecker” ad was not offensive enough, the Huffington Post recently noted other “clever” ads in the campaign highlight “A CLEAN PEACH ALWAYS GETS PICKED,” “A CLEAN BEAVER ALWAYS GETS MORE WOOD” and “A POLISHED KNOB ALWAYS GETS MORE TURNS.”

“Unbelievably offensive! I suggest an immediate boycott,” commented a woman on an ad blog.

The company is even rolling out TV ads that might even be more offensive (LINK).

There is nothing “clever” about the entire campaign. Playtex has crossed a line and should be held accountable.