I nearly crashed the car yesterday as I was driving by Donnybrook rugby club. Instead of seeing the usual big ugly Leinster team faces, my eyes were drawn to the semi-clad bodies of a women's "rugby" squad.

In this poster I saw a woman bent over as if to go into a scrum, wearing a low-cut top and, I am guessing (as I was now only going at 2kmph at this point), no bra. The words were something along the lines of "Are you looking at my crisps"? This was the new Hunky Dory campaign.

Well, I laughed my way down Morehampton Road. The brazenness of the advertising agency to come up with this was pure brilliant.

I then listened to the radio where the DJs' reactions to the posters moved from awe (at the beauty of these women) to shock that they were allowed to put out these revealing images, in this day and age.

I, as a feminist, strong, take-no-sexist-crap lady think these ads are hilarious. I feel they are a wry return to the 70s. They make you instantly laugh. They provoke a reaction, and they are a tongue-in-cheek nod to the campaigns we saw four decades ago.

The difference now is that we see these type of images of both sexes in the media on a daily basis. Just look at any of the perfume ads on television or in magazines and you will see topless men (Matthew McConaughey for example) draped over a couch, or lying on a bed.

Sex sells, and today it's not just left up to the women to show some skin. I'll tell you what is sexist. I was in Abercrombie and Fitch last summer and as I walked into the store, there stood two young male models -- topless and wearing jeans. They were there to greet me and if I so wanted, I could get a picture taken with them.

These poor guys were there to lure in the teenage girls, and the oul' ones like me. I thought it bizarre.

These posters remind me of the "Hello Boys" campaign in the 90s that saw the model Eva Herzigova wear a push-up bra, and you weren't looking at her face when you were driving by!

Eva would have been paid a fortune, and I presume the women in these Hunky Dory ads were paid an appropriate fee. They are professional models who would have been fully informed as to the style, message and tone of the campaign. No one would have forced them to be involved.

There is nothing wrong with seeing sassy, bold images around the streets.

Hunky Dory have been extremely clever. They have stopped people in their tracks and made them look at these ads on different levels -- whether to go "Phwar" or to start a furore. Those who are insulted -- get a life. There's nothing wrong with a bit of bosom to brighten up our days.

hnews@herald.ie