The ad that tried (and failed) to be rage bait.

In the '90s, amid a culture obsessed with crash diets and achieving the "perfect" body, this ad might have sent women rushing to book an appointment to "fix" yet another insecurity.

But in 2024, we're not taking the bait.

A California-based paramedical tattoo artist known as Stretch Mark Fairy recently released a TikTok ad claiming: "All your wife wants for Christmas is a stretch mark tattoo."

Watch: 'This is all your wife wants for Christmas'. The viral rage-bait ad.

And sorry, what?

No, it's not a tattoo of stretch marks, but rather a tattoo to cover up the (very natural and normal) lines that can appear on bodies.

"We made a skin tone pigment to blend the white stretch marks in with their skin tone to camouflage their stretch marks," the artist explained.

Cue the collective eye roll.

Because, if this ad was designed to spark controversy, it's just not working. We're not taking the bait. And neither were people on TikTok.

Instead, the comments section became a celebration of stretch marks, body positivity, and the kind of self-love that so many in society have been working to achieve.

"My stretch marks represent my babies and the amazing job my body did carrying them," one user wrote.

"What this wife actually wants is to spend time with my family and not be at work, actually," added a second.

"Stretch marks are beautiful; they represent growth and sometimes life. I love stretch marks on women. We need to normalise them."

"Honestly, I rock a string bikini with my stretch marks and tummy tuck scar, IDGAF. I worked hard for my scars."

"My stretch marks represent the change I've gone through and the work I put in to get the body I have and the struggle that came with it."

Many comments weren't just about rejecting the product but also celebrating the symbolism of stretch marks.

For some, they represent the journey of motherhood. For others, they're reminders of growth, strength and resilience.

One woman wrote: "My daughter says she wants wiggly worms on her belly like Mummy's."

Another said: "I've had four children, including twins. My mum had eight children. We don't have stretch marks. I'm actually disappointed I don't have any."

Even the aesthetic of stretch marks got a nod: "But they look cool," one user commented.

"They're absolutely beautiful, and I can't believe we have been brainwashed into hating them," said another.

"I'm obsessed with my stretch marks, they're so pretty," wrote a third.

While there were some commenters interested in the treatment, the overwhelming reaction was women rejecting the idea of stretch marks as a flaw that needed "fixing".

Stretch Mark Fairy, however, defended the tattoo, insisting their service isn't about capitalising on insecurities but rather offering an option for women who do feel self-conscious.

They said, "This treatment brings joy to those that struggle in this department, the same way filler, makeup, hair dye and surgery do. So please be kind to those that just want to feel more confident in ways you don't relate to."

Fair enough. Confidence is deeply personal, and for some, stretch mark tattoos might be empowering.

But here's the thing: framing the ad as "all your wife wants for Christmas" plays into a long history of marketing that preys on women's insecurities. And we're over it.

The backlash wasn't just about rejecting a product — it was about rejecting a mindset. For decades, women have been bombarded with messages that they need fixing. Ads like this one perpetuate the idea that confidence is something you can buy rather than cultivate. But today's women are flipping the script.

We're reclaiming stretch marks, scars, wrinkles, and every other so-called imperfection. These markers of growth, age and experience aren't flaws to be erased; they're stories to be celebrated.

Women are rocking bikinis, loving their scars and embracing their bodies exactly as they are. Confidence is being redefined, not as the absence of perceived flaws, but as the unapologetic acceptance of ourselves as we are.

So, no, we're not taking the bait. We're not rushing to book appointments or scrambling to erase what makes us human. Instead, we're embracing it — stretch marks and all.

Feature Image: YouTube/Olivia Rodrigo/TikTok/@aryannahoefler