The “Everything I Do Is Wrong” campaign is targeted at women who suffer PMS and the men who presumably come in contact with its sufferers.
It depicts contrite-looking men with such captions as:
“I’m sorry I listened to what you said and not what you meant.”
“We can both blame myself.”
“I apologize for letting you misinterpret what I was saying.”
“I apologize for not reading between the right lines.”
“I’m sorry for the thing or things I did or didn’t do.”
As you might imagine, the campaign has proven polarizing.