It was an advert. A couple sits on a sofa. The husband reads a paper ignoring his beautiful wife: her face, a picture of rejection.

What could this be selling? I wondered, as I watched.

Moments later, this scene of spurned love turned soapy when the leading lady was seen taking a shower.

But - she wasn't using any ordinary shower gel. No, she was using a skin lightening wash, which, as the graphic which then popped up on screen informed the viewer, would lighten her genitals.