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A Chinese firm is apologizing after its ad went viral for all the wrong reasons.

The laundry detergent advertisement depicts a light-skinned Chinese woman throwing a black man covered in paint into a washing machine after a bit of flirting. After undergoing a wash, the man emerges as a light-skinned, clean Chinese man.

The company behind the ad, Qiaobi, said it apologizes but the international media exaggerated what the ad was about.

“[Due to] the harm that has been caused to members of the ethnic African communities as a result of the advertisement’s circulation and the over-dramatization by the public opinion, we hereby express our apology and sincerely hope that the internet users as well as media will not over-analyze,” the company said in a statement. “We strongly oppose and condemn racial discrimination.”

The company also said it has removed traces of the ad online and hopes “that internet users and media will not continue to circulate it.”

Although, we all know it’s too late for that. This one YouTube video has been seen almost 9 million times.