Seriously, sweat and fish... who thought that was a good idea?

I'm traumatised by that Lynx ad on the telly at the moment where the man keeps two fish alive in his arm-pits due to his excessive sweat.
Seriously, who thought of that?
The very thought of carrying wriggling fish on your body and under your arms is just wrong, wrong, wrong.
The sweat bit is gross but not as gross as the damn fish.