This discussion reminds me of the Suit Supply ads we've had in the Netherlands (I don't know if they run them in other countries too, they're quite explicit and NSFW). They're extremely sexist - completely dressed men surrounded by (half)naked women in submissive positions - and my opinion of the company wasn't very positive, to say the least. But then, they also had an ad in which the roles were reversed - completely suited woman and submissive naked man. Still completely sexist, but because it was so completely sexist the other way around it seemed to make sense and send a stronger message, namely that it's OK for women to objectify men as well.

I don't think sexism is bad per se, although it is often seen as such. I think the main problem is that for so long, it's only been used in one direction. And then turning things up side down, by objectifying men instead of women and being sexist the other way around, can be refreshing.