Equinox milking controversy with breastfeeding ad?

NEW YORK – Equinox’s latest campaign has some questioning if they’re milking a controversial issue.

The fitness club’s ad features a glamorous model, Lydia Hearst, topless and breastfeeding twins with the campaign’s slogan slapped across the pic: “Commit to Something.”

Hearst, for the record, does not have children of her own, and the ad has garnered mix reactions on social media.

One critic wrote on Hearst’s official Facebook page, “Disgusting on two levels..1.no one wants to lose their appetite at dinner by seeing breastfeeding and boobs not being covered up (gross)...it takes away the rights of other diners, 2. They aren't even her kids (gross).......and furthermore, I breastfed....but I excused myself or covered up...WHY do some women think that their right to breastfeed in public means that they have to whip out an entirely naked boob just to make a point WHY?”

Another, however, supported the ad’s message: “I'm so happy that the public will be exposed to breastfeeding en masse! this inadvertently makes you a breastfeeding in public advocate! go you!”

Another supporter? The breastfeeding advocates at La Leche League of New York.

“My initial reaction is great," rep Leigh Anne O’Connor told FOX411. "Let's normalize breastfeeding. Of course, the image more glamorizes the situation but I don't have a problem with that because breast feeding is an everyday thing that is done at home in pajamas, out at weddings or movie theatres or restaurants, both fancy and low key.”

O’Connor also addressed the critics of the ad who claimed it was sexualizing breastfeeding.

“I do not believe the breast is sexually used here," she said. "When critics call it disgusting to breastfeed in public or in ads I say that is a personal issue with the critics, they are uncomfortable with their own bodies and are projecting their feelings on others.”

FOX411 reached out to Hearst and Equinox but haven't heard back.