Deodorant ads with extreme closeups of obese people's arm pits
If you're talking about the very first of the Lume deodorant ads, I really have to think that it was an outrageous attempt to get the viewer to say "WTF?", I know that was my reaction. Once this ad got burned into everyone's brain, subsequent ads were less shocking. (And you had to stop and ask, "what's a bifold?".)
Let's put it this way, when someone says "deodorant commercial", what's the first thing you think of? Exactly. That's the whole idea of advertising.
And I don't know if I'd call the lady "obese", she's a bit stocky, but not terribly overweight.