With so many ads out there vying for your attention every day, it seems like advertisers need to get more and more creative—and sometimes shocking—to make sure you take notice of whatever product they’re trying to sell. Well, the Cheil Worldwide agency in South Korea has certainly done that with a new Oreo ad featuring a breastfeeding baby clutching an Oreo cookie. The ad, which is getting plenty of attention online, features the tag line “Milk’s favorite cookie.” That includes breast milk, in case you were wondering.

So far reactions to the ad have been mixed. Over at Ads of the World, commenter thenikcreative says, “As an Oreo fan I find this ad absolutely fantastic. The art direction is great—the look in the babies eyes is priceless. Well done Cheil.” [sic] On the other hand, commenter Hadrons says, “Simply not pleasant. Nor appealing. Are you going to have a nice warm cup of mother’s milk with your cookie now?” Commenter Tom Megginson calls into question the ad’s use of breastfeeding as a sales tactic, saying, “I like the ad. The only downside for me is the appropriation of something as beautiful and personal as breastfeeding to sell cookies.”

What do you think about this ad? Is it inappropriate, or simply creative?