A premium footwear brand has come under fire for a viral ad - which links their products to feminism and claims: 'Equal pay is not enough'.

The ad, by Danish company Bianco, points out that 'it's more expensive to be a woman than a man' and also features violence against men which has outraged viewers.

The controversial clip portrays women jumping on cars, smashing glass with a stiletto and a coffee mug being broken across a man’s face.

The controversial clip portrays women jumping on cars, smashing glass with a stiletto and a coffee mug being broken across a man’s face

Bianco appears to link their products to feminism and claim: 'Equal pay is not enough'

Having been first shared on YouTube one week ago, the ad has racked up almost 200,000 views and hundreds of comments - with the reaction to Bianco's message being overwhelmingly negative.

The company shared the video with the comment: 'If most agree that pay should be equal but we still are not there, then something new must happen and this is why Bianco's new campaign film puts petrol on the embers and suggests that the aim has simply been too low.

'Why fight for equal pay, when you can fight for more pay than men instead?'

The shoe brand shared the video with the comment: 'Why fight for equal pay, when you can fight for more pay than men instead?'

But not everyone was on board, with commenters branding the ad 'ridiculous'

But not everyone was on board, with commenters branding the ad 'ridiculous', 'sexist' and 'offensive'.

Viewers were also quick to point out the irony in the brand's message, with one admitting: 'I find it hilarious that the ad complains about overpriced women's products while trying to sell overpriced women's products.'

Others were far more outraged by the violence in the ad, with John Snake asking: 'Hitting, abusing and assaulting men is now OK?'

Commenters on YouTube have branded the ad 'ridiculous', 'sexist' and 'offensive'

In response to the criticism, Bianco told MailOnline: 'The message of the advertisement is to point out the absurdity of that there is still no equal pay.

'We do this with the absurd argument that women must fight to get more pay than men, because it's more expensive to be a woman than it is to be a man.

'The video shows some conditions worth being angry about, which is also why we show angry women. But of course we do not encourage to violence - that is neither the way to get a raise. The ad is a fashion commercial with a satirical twist.'