The Ontario Lottery and Gaming Corporation is being slammed for an “offensive, degrading” ad campaign that recently ran on Twitter.

See how Julia’s eyebrows appear more arched and defined when she plays. What would your #INSTANTBINGOmakeover look like? — Ontario Lottery (@OntarioLottery) May 2, 2018





In the three-second ad, a woman is seen looking straight ahead, with apparently mediocre eyebrows. Then, she’s seen holding an Instant Bingo card with “arched and defined” brows, and a huge smile.

The ad is also accompanied by the question “What would your #INSTANTBINGOmakeover look like?” and the option to tweet #DefinedBrows, #IlluminatedGlow or #BrightEyes.

S. M. D. H.

While the point of the ad is obviously to showcase how Instant Bingo can ~makeover~ your life in just seconds, it seems to be falling short with people on Twitter.

ALSO SEE: Artist swaps gender roles in sexist vintage ads to prove a powerful point

Some simply couldn’t believe it:

ARE YOU FOR REAL??? This is a terrible ad campaign. — Audrey R. Giles (@Audrey_Giles) May 4, 2018





Such a ridiculous campaign – who thought of this? — Karen Scian (@karenscian) May 26, 2018





ALSO SEE: Banana Republic under fire for confusing, ‘sexist’ ad

Others called the campaign out as sexist and degrading:

Quite possibly the most offensive, degrading campaign ever — kellygirl (@kellygirl00) May 25, 2018





Nothing makes me spend my money on false hope more than blatant sexism. — Nothing to Offer (@NullumOffer) May 25, 2018





This isn’t the first OLG #InstantBingoMakeover ad. This one, posted in mid-April, shows a woman and her “invigorated eyes.”

See how invigorated Anna's eyes look! Have you tried playing INSTANT BINGO yet? #InstantBingoMakeover pic.twitter.com/BOQHn8k8cH — Ontario Lottery (@OntarioLottery) April 13, 2018





Sigh.

A spokesperson for OLG said the ads were meant to engage customers.

“The INSTANT Bingo social media campaign has ended. Our ads are meant to entertain and engage our customers,” Dita Kyhtey, OLG’s media relations manager, told Yahoo Canada. “We welcome any and all feedback.”

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