WATCH: New ad shows MMA fighter Conor McGregor in all his glory

Male objectification is having its moment in popular culture, a trend we’re totally behind — particularly when the likes of handsome MMA fighter Conor McGregor are more than willing to get in on the action.

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From Old Spice’s former pitchman Isaiah Mustafa to Anderson Davis, the handsome model who burned off all his clothes to shill Kraft Zesty Italian salad dressing, the movement has been gaining steam over the last decade, and it’s fortunately becoming more pronounced as we speak. Talking to AdWeek, Steve O’Connell of Red Tettemer O’Connell  + Partners attempted to explain why this is happening: “Objectifying men doesn’t really upset anybody,” he said. “You really can’t offend the white male.” Hmm.

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This lengthy ad for Pegasus World Cup is just the latest example of the trend, and it features McGregor losing his clothes to ride a horse bareback. Sure, the whole thing is a stretched-out tease, and the inferred nudity is blurred out — but this is a commercial, so you can’t have your expectations set too high.

It also costars Jon Lovitz, who opts to keep his clothing on.