Ha, this is funny. Chapstick produced this ad looking to generate some of that sweet "social media" they'd be hearing so much about. And generate it did. Many, many women went to their facebook page to register their displeasure with this butt ad, according to SFGate. And Chapstick summarily deleted every single one of their comments. "Be Heard!" They did leave comments from men though, like this one: "after looking at this pic i know right where i wanna hide my chapstick." I think Suzy Chapstick was moderating the comments.
Related: copyranter's ample ASSvertising Archive.