It’s rare for any ad, much less an investment ad, to spark a moral conundrum. But this spot by Mercator Insurance truly left me with some conflicting emotions. At first, it just seems like a humorous concept that brings guerrilla styling to a TV spot. But I wasn’t quite prepared for the payoff. (Hurry up and watch it before reading on.) On the surface, it would look like the ad is empowering women. But in the end, isn’t it a pretty sexist message? “Stop depending on your husband, because he’s going to leave you for someone prettier and younger.” It preys on women’s insecurities while also admonishing them for being financially ignorant. How is that any better than the far-less-subtle ads that are traditionally deemed sexist? If you’re still on the fence, check out this damning evidence. Via Ads of the World.

—Posted by David Griner