Car company posts cringe-worthy ad targeting Caitlyn Jenner

No doubt cringeworthy, this is what US-based car rental company, Sixt, posted on Twitter on Tuesday as part of its latest marketing campaign.

Former US Olympic star Caitlyn Jenner has had hate pouring in on her since she decided to change her gender in June this year, and the list is only growing longer each day.

Caitlyn Jenner delivering her acceptance speech during the ESPY awards. (AFP Photo)

Whichever side of the divide you decide to perch yourself, here's one such message that takes things a little too far in the name of creativity.

No doubt cringeworthy, this is what US-based car rental company, Sixt, posted on Twitter on Tuesday as part of its latest marketing campaign.

Sixt is making a reference to the transition Caitlyn went through as a ‘crossover’ in the ad which has now been removed from their wall. Caitlyn, earlier Bruce, transitioned in June and also won the Arthur Ashe Award for Courage recently.

The rental company’s insensitive act is being called belittlement of the struggle Caitlyn had to go through when juxtaposed with a ‘crossover’ car.

Perhaps a better PR would’ve not let this happen.