A new ad for a breast cancer fundraiser is making its way across the Web, and while it's trying to raise awareness, it's also raising eyebrows.

The ad campaign is dubbed "Save the boobs" and features boobs -- lots of close-up, in-your-face shots of boobs - rather prominently.

The ad promotes "Booby Ball," an annual fundraiser that raises money for ReThink Breast Cancer, a charity that helps young people affected by breast cancer and raises awareness in the MTV generation.

The ad, viewed hundreds of thousands of times on the Internet, features a bikini-clad woman strutting into a pool area, while her heaving breasts bounce in slow motion and passersby stare.

The tagline reads: "You know you like them. Now it's time to save the boobs. Booby Ball October 2nd."

The woman in the ads is Aliya-Jasmine Sovani, an MTV Canada host, who conceived, wrote and helped produce the public service ad. She says she was inspired to create the ad after her cousin was recently diagnosed with breast cancer.

One website has recorded almost half-a-million views and the spot has also been the subject of discussion on CNN, The View and Good Morning America.

"I had no idea it would end up all over North America. It's going to be a hit in Germany and Italy," Sovani laughs.

Perhaps not surprisingly, many are criticizing the ads as too racy. A search on YouTube for "Save the Boobs" brings up this message: "This video... may contain content that is inappropriate for some users, as flagged by YouTube's user community" and then asks that viewers verify that they are over 18 before being allowed to watch the spot.

While the ads may be too steamy by some, Sovani says she has nothing to apologize for.

"Beer commercials do this kind of thing all the time," she points out.

Sovani figured she could help ReThink by creating the ad and shooting it entirely with volunteers. "It was written by women for women to save women," she says.

But clearly, the PSA holds plenty of appeal to men, who have helped make the ad an online viral hit. ReThink Breast Cancer says if young men want to watch the ad, that's great; they should be paying attention to what is a leading cause of cancer death in women.

This is not the first time ReThink has used men's obsession with breasts to get attention. And while this most recent video has generated some criticism, Sovani says that's okay; the more people talk about breast cancer, good or bad, at least they're talking about it.