"It's good to be on top."

The ad agency celebrates itself with an ad that everyone will see and talk about. You got a problem with that?

In a stab at paying tribute to all the winners of the coveted Lion awards at the 2006 Cannes International Advertising Festival -- considered the most prestigious of many annual advertising competitions -- Draft FCB placed a display ad in the November issue of Creativity magazine that is an astoundingly large and graphic image of two real lions in the act of having sex surrounded by a huge amount of white space....

At best the Draft FCB tribute ad -- with its overt visual and verbal sexual bent -- represents an inexplicable lapse in good taste. At worst, it's a downright vulgar and hugely inappropriate means of applauding winners of awards intended to honor the world's most creative advertising....

A Draft FCB spokesman admitted the ad was "a terrible mistake," and further claimed the work was "submitted without proper approval."

Isn't that what you always say about your viral ads?