Rarely do we see innovative taxi adverts, with the UK simply using their local taxi firm due to convenience. However, a private taxi firm called West Quay Cars has encouraged outrage at their latest promotional drive, causing campaigners and feminist groups to pass comment, advising people to boycott their services as a result. The Southampton-based company played with the idea of beer goggles, with one poster using a middle-aged larger women, captioning the picture ‘If I start to look sexy, book a taxi’. This campaign ridicules larger, older ladies, suggesting that only alcohol can make them seem attractive. “I was horrified to see a recent ad by West Quay Cars which featured a middle-aged, larger woman with the words 'If I look sexy, book a taxi' advising people not to drive drunk or make bad decisions after drinking,” wrote one campaigner, who requested to be anonymous. "It's disgusting that in 2015 sexism is alive and well in Southampton, enough for it to be an acceptable ad campaign, especially in the New Year when companies too often try to make a profit over negative self body image." The taxi firm denied that it was intentionally sexist and was rather disappointed by the response. "We apologise for any offence that may have been caused by either of the posters,” manager Lee Haynes told. "We recognised that the campaign may be controversial, but in our opinion, our obligation to try to reduce the amount of lives devastated by drink or drug drivers ever year was overriding. "We refute the claim that either our advertising or West Quay cars as a company is sexist or discriminatory in anyway. "Of the 22 staff employed with the company, 16 are female and we have a diverse range of ethnicity, religion, and sexual orientation within that group." What do you think about the posters, are you offended? Leave your thoughts below.