Playing on the fact that sharks can smell blood in the water, the ad shows a glamorous perspiring woman entering the sea for a swim to cool off, before being savaged in ridiculously exaggerated and horrendously gory fashion by a ravenous shark.

With limbs flying, the ad assures viewers that Tampax is ‘now leak-proof’. 

What some keen-eyed viewers with more than a minnow-sized brain may have grasped is that this is in English, so the ad is unlikely to be designed for a Russian audience.

It turns out this is a cunning bit of viral promotional material for the DVD release of Movie 43, a star-studded film panned by critics.