Sophistication? Pornography?

I'm probably helping Equinox Fitness by commenting on their advertisement in today's NY Times Magazine. But it is truly a disgusting ad.

The ad shows four women clad in what appear to be bikinis and one man who is holding a bunch of grapes over the mouth of a seated woman. Two of the women are standing off to one side, a third is seated in the background. One of the standing women appears to be about to cry, the other is staring with venom in her eyes at the couple in the midst of seduction. The man is shoeless, the women wear stiletto heels. The standing women have marks drawn on their bodies; the marks appear to have been made by a surgeon contemplating cosmetic surgery. The setting appears to be an ancient courtyard with statues and candles. The tag line is "It's not fitness. It's life".

From a strictly business view, the ad will receive notice. But will it cause people to call the local Equinox gym? I doubt it as there is no connection between the ad and what the company wants to sell. Furthermore, the only way the reader can call the local gym is either to use the phone book or go to the company's web site. Wouldn't it have made sense to list an 800 number?

From the view of an old guy who is not a possible customer, I think it's a fairly disgusting ad that demeans women and men.