Think your company is prepared for any crisis?

Well, here’s one that will challenge any crisis communications plan.

An image of a naked man appeared in the corner of a picture advertising children’s beachwear. The ad was part of a spread on the website of La Redoute, which is one of France’s largest mail-order retailers.

You can view the image here, but be careful—it’s of a naked man.

The story and the image quickly went viral on Wednesday, sparking an amusing (if graphic) Internet meme in which the man was Photoshopped into pictures of boardrooms and even into iconic photos such as the moon landing.

La Redoute issued an apology via Twitter and Facebook. (The apology is in French and the translation service online is a tad spotty.) According to the BBC, an internal investigation has been launched at the company to determine the cause of the gaffe.

The BBC also noted that the press La Redoute has received might be a boon for the retailer. Then again, as one Twitter user noted, it might just be “le bad buzz.”