An Argentinian lingerie brand have started up a campaign called #booborelbow but it might not be what you think.
The optical illusion shots they've released as part of the campaign sees what, at first glance, looks to be a standard lingerie shoot.
With bottoms in thongs and breasts in frilly bras, one would be forgiven for thinking the campaign was a plain and simple shoot.
But on closer inspection not everything is what it seems.
The company - Jane Pain - are challenging people's ideas of 'sexy' by making the ad viewers take a closer look.
What might seem like a peachy bottom in a blue thong isn't quite what it seems - it is, in fact, a young lady's back and arm with a sliver of material wedged between.
Are those really breasts in a yellow lace bra, I hear you ask?
Go with your gut instinct because it's actually a model's knee, very cleverly positioned around a canary bra with a ribbon front.
The final shot from the campaign looks like an ample bosom in a black frilly bra - lovely stuff. But, as history would have us know, not everything is as it seems.
Rather than a pair of breasts it's actually an elbow and some hot-shot camera trickery.
This optical illusion campaign comes less than six months after #TheDress took over social media like wild bamboo.
The debate about whether or not #TheDress was either blue and black or white and gold sparked a global furore on and caused rows in offices up and down the country.
Even celebrity couple Kim Kardashian and Kanye West couldn’t agree. “I see white & gold. Kanye sees black & blue. Who is colour blind?” Kim, 34, tweeted.
Could this be the next #TheDress? It's certainly got more sex appeal!