Last week the NHL broke a new advertising campaign titled "My NHL". Shortly after, Martha Burk, chairwoman of the National Council of Women's Organizations, said the ad was offensive to women and was trying to sell sex and violence.

"The woman is dressed provocatively and when she asks the player if he's ready, it's a double-entendre in my view," Burk said in an interview. "She's in the ad as a groomer, a sex object.

"The commercial is clearly selling sex and violence and the last image in that commercial is a young boy watching this, so he's clearly the customer they're after, or it's a misguided attempt to draw in families," Burk said. "The ad is just gratuitous."

Dose.ca doesn't see the ads as sexist but still has nothing nice to say about the ads. Their biggest issue is that the ads don't even feature real hockey players...they use actors. You'd think that with the player's strike/lockout last year, these guys would have had nothing better to do than show up for a commercial. View the ad here. (Winmedia)