The "Hello Boys" ad specifically generated a lot of controversy because of its' implicit risquéness and the possibility that it demeaned women. The poster was one of those displayed at the Victoria and Albert Museum in London; and it was voted in as #10 in Poster of the Century.
The controversy generated by this series of bra ads (especially the "Hello Boys" one) is that the message behind it is unabashed: a push-up bra is an article of figure enhancement, not simply one of support. It helps the wear display décollété to more advantage.
And it worked. That's why the message was controversial. Is says that "We're not pretending what our bras are good for. They're to make you more see-worthy for guys looking at your breasts."