How Much is That Girly in the Window?

In the spirit of students heading back to school, I decided to share this bold advertisement for Axe Body Spray.

The side of this all female college residence building was wrapped in a giant calendar of the month of March. The fine print, on the bottom right of this image under AXE SCHEDULE, says the following:

"As wrapping the female students' dormitory in the shape of calendar and using Axe for a month throughout March, we aimed for the expression that a new female can be met on a daily basis, to promote the brand image and preference for Axe."

In my opinion, the message is more along the lines of "you can have a new female everyday of the week". While I will give this campaign props for being bold and creative, I cannot help but believe this is a blatant objectification of women. I do not know how an educational institution (or any building for that matter) would support having this displayed on their building.