Is it Fine to use the poop/sh*t emoji in an ad?

This is an ad that has been waiting to happen. Fine - the tissue paper and toilet roll company - issued this with "Bestie goals" underneath. The reaction? Tons and tons of people tagging each other. And whereas I am not a fan of Lebanese Memes the above did remind me of this one:

"We got to a point when we say to a girl "you are a b*tch" she takes it as a compliment, snapchat has ruined the world".
So frankly I am not sure what to make of the above Fine ad, maybe I am too old for it!