IBM has pulled an ad campaign encouraging women to get involved in the technology sector by telling them to "hack a hairdryer".
Widespread criticism began pouring in on social media yesterday from women working in the tech and science industry who found it demeaning.
The company admitted the campaign "missed the mark" and apologised
The campaign dated back to October and was part of an effort by the company to promote STEM careers.
A video posted on IBM's YouTube account showed experiments being carried out with hairdryers and encouraged women to get involved. The video has since been deleted.
Women used the IBM hashtag #HackAHairDryer to explain why it was patronising to women working in science, technology, engineering and maths (STEM) careers.
The London Fire Brigade got on board with the hashtag, sharing a humorous take on the theme.