It appears curvy actress Sofia Vergara has been digitally slimmed in a new Pepsi ad for a diet soda in a "skinny" can.
In the ad, Vergara, 38, appears unrecognisable and it looks like her famous assets have been altered.
"Vergara’s positioned so you can’t see most of her face and body, and her arm is whittled by an oddly placed shadow," Fox News quoted Jezebel’s Margaret Hartmann as writing.
The women’s fashion and news web site has long been a critic of advertisers, magazine publishers and video producers for digitally slimming down female celebrities.
Pepsi also faced criticism from AdRANTs, an advertising industry blog, for their questionable marketing direction.
"Why did Pepsi feel necessary to basically eliminate any hint of Vergara’s true body shape from the ad?" AdRANTs’ Steve Hall asked.
"Oh wait. Because women with big boobs are stupid and God forbid Pepsi lead us to believe stupid people drink their products," he stated.
Even the National Eating Disorders Association criticised the ad, calling Pepsi "thoughtless and irresponsible".
But Pepsi CMO Jill Beraud has defended their new product.
“Our slim, attractive new can is the perfect complement to today’s most stylish looks, and we’re excited to throw its coming-out party during the biggest celebration of innovative design in the world,” he stated.