The Daily Mail has called out sexism in a Merivale ad campaign, labelling restaurateur Justin Hemmes’ latest campaign “male fantasy porn … featuring bondage, submission and phallic images”.

Hemmes’ Guilty Pleasures campaign, launched in a glossy magazine lift-out and video, is promoting ticket sales for Hemmes’ five week festival that kicks off with a launch party at his Ivy venue in Sydney this week.

The campaign includes photos of a mostly naked Hemmes, a picture of a woman lying on a bounty of bananas, a woman holding a strawberry in her mouth while another leans in to steal it from her (or “as if to kiss each other”, according to the Daily Mail). And there’s a photo of “a woman with a shaved head and black-rimmed glasses… filmed lying submissively in a field of prawn chips”. Or is it? That shaved head is Merivale chef Dan Hong’s head.

Hong himself alerted us to the caption hiccup, and while he doesn’t seem to take issue with the “submissively” comment, he does highlight the word “woman”. As the comments on his instagram suggest, he does look “so pretty”.

Find the full Daily Mail story here.