It’s a scene with NASCAR driver Danica Patrick and fitness expert Jillian Michaels  painting the GoDaddy logo on a canvas. The only thing is, the canvas is a nude model.

GoDaddy, an online company that provides domain names, was just one of many companies who spent millions of dollars in advertising for the Super Bowl. With millions of viewers, most of them being male, the competition of standing out from the other companies becomes fierce.

The solution?

Sex.

But does sex in advertising really sell?

She is simply an alluring medium, uttering words that aren’t really hers, performing gestures conceived by someone else. And if she refuses to succumb to these conditions, she becomes disposable, as another woman will come along, put on the makeup and drop the clothes in front of a rolling camera.

Even in this degrading system, the woman, whether she realizes it or not, does possess power over men. The sound of her voice. Her beautiful, symmetrical face. Her smooth skin. Her glimmering eyes that can be playful one minute and dangerous the next. Curves all around. And let’s not forget that peek-a-boo cleavage.

She’s grabbed his attention, making the experience unforgettable. She’s exploited his weakness, taking him back to his primitive, animalistic state, regardless of his social status. And if the ad is really successful, he’ll blow loads of money on an empty promise and a product he might not even need.

Yes, she holds the key, and the advertiser stands behind her telling her how to unlock the door and unleash the ravenous, repressed creature.

But men don’t mind. They’ll still kick back in their chair and turn on the TV, knowing they’ll get more than just a football game.