Sex sells, they say, and Amir, a well-known Montreal Lebanese restaurant chain, has apparently taken that old axiom to heart with a new advertisement that some have described as vulvic.

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“Pita appreciation post. Celebrating our love for pitas,” reads a statement from the company along with an ad showing a stack of suggestively folded pitas.

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Amir is known for its marketing campaigns — one featured a garlic-scented candle as an April Fool's Day joke — but this one provoked a strong online response and almost 3,000 comments.

While there are many jokes, not all responses were positive: “Again, the objectification of the female body,” stated one top commenter. “Restaurant Amir, this ad is a disgrace and lacks a lot of intelligence.”

MTL Blog has reached out to Restaurant Amir for a comment on this story. This article will be updated when we receive a response.