An Brand Israel campaign in July 2007 showcased scantily clad female soldiers of the Israeli Defense Forces in the American men's magazine Maxim. Under headlines such as "The Chosen Ones," Maxim approvingly described the women as "drop-dead gorgeous and can take apart an Uzi in seconds."[14] The campaign's stated purpose was to show Israel in a context other than that of war.[15] Not everyone was pleased with the Foreign and Tourism Ministries campaign; Israeli parliamentarian Colette Avital slammed it as "pornographic" and she wondered "if the best way to encourage tourism is by advertising sex."[16] The Israeli consulate in New York who designed the campaign defended it by stating that "Israel's image among men aged 18-38 is lacking ... so we thought we'd approach them with an image they'd find appealing."[17]