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Can a brand get away with pushing boundaries in an ad if it attaches itself to a good cause? It has become a hot topic in the UK, thanks to Sainsbury’s Christmas spot. In the US, the T-shirt brand FCKH8 has raised the same issue. The company’s ads show young girls dressed as princesses and swearing like dockers to raise awareness of domestic violence. FCKH8 is donating some of its profits to charity, but that hasn’t stopped people from labelling the campaign exploitative. Still, FCKH8’s founder, Luke Montgomery, can’t be accused of piggybacking on to the cause. A committed activist, he once changed his surname to "Sissyfag" to make a point about discrimination.