Currently on a longshot quest to find some lost media related to this - a behind-the-scenes video of the photoshoot, titled "Rotem Sela Controls/Dominates" in Hebrew, that was on Youtube but now is sadly deleted.
There is this delightful FemDom blog on tumblr, focusing on fashion photoshoots of male celebrities. Not 100% sure, but I think you can argue for "female gaze" here...? In any case, definitely a recommend, malecelebinfemdom dot tumblr dot com :-)
In addition to the above, more vanilla ads, they also ran a series of much more explicit ones for their "control" pantyhose, featuring naked, objectified men either being stepped on, sat on, or leashed by Women.