Why is it the image of a woman in a bikini is more often than not sexualised?
Whether it's Baywatch, which catapulted the sexual appeal of lifeguards clad in red, or this year's Beach Body Ready adverts, which seemed to think women in swimwear are merely something nice to look at - we collectively seem to know just how to objectify a woman by the sea.
Well, Pauline Ado, a pro surfer from France is sick of it.
The 24-year-old has created a video that pokes fun at the current state of advertising in the surfing industry and the way in which it increasingly portrays female professionals in a hyper-sexualised fashion.
In the short film, Ado wears a hot-pink bikini and is seen walking alongside and jumping into a pool to the soundtrack Take My Breath Away. She then asks the camera "Are we done with your crap? Can I go surf now?" Cue some very spectacular clips of her real job - taking on the waves.
Surfers have taken to Twitter and their blogs to praise Ado for "telling it like it is" and "giving a great big f**k you to the state of women’s surfing".
"I am tired of seeing young twenty-somethings with perfect bodies in tiny bikinis advertise for women’s surfing," wrote Rebecca Heller of California blog Surf Like A Girl. "I am not interested in bikini bottoms that ride up my butt, triangle tops that fall off when I wipe out, or wetsuits that don’t keep you warm. Let’s let the surfing do the talking and maybe bring some realism to women’s surfing apparel. Thank you Pauline Ado for starting the conversation."
Watch Pauline Ado make a statement in her video below.