I think you're misunderstanding here. From what I've seen of ads like this, it shows a woman in the shower using the product. Any body part shown is incidental and not exploitative.
A quick Google query didn't find it but this comment came up that is similar
>, I remember being stuck for half an hour in a traffic jam in east Beirut with my husband and kids on the way to a mountain picnic. Right in front of us were two giant billboards (both the same) advertising jeans with a man and woman in a sexy pose, and the woman (of course) without a top. I guess by then I was not shocked but did feel it was gratuitous (to sell jeans? or to sell sex?).
NSFW WARNING FOR FOLLOWING LINK
NSFW WARNING FOR FOLLOWING LINK!
https://youlookfab.com/2010/04/09/nudity-and-sexuality-in-eu...
And the article that comment is for has comparable still image ads.