Cricketer Chris Gayle reprises 'sexist' line for condom advert

West Indies batsman Chris Gayle has delivered the same controversial phrase that saw him receive heavy criticism and a fine a year ago - but this time the context appears far more appropriate.

The 37-year-old flirted with Channel Ten reporter Mel McLaughlin during a live broadcast of a Twenty20 game in January 2016, after being dismissed while playing for the Melbourne Renegades.

The Twenty20 superstar complimented McLaughlin on her eyes and asked her out for a drink, before delivering his now infamous line "Don't blush, baby" when she stumbled while trying to get the interview back on track.

At the time, Gayle's comments were lambasted by Channel 10, Cricket Australia and the Melbourne Renegades as "disrespectful and simply inappropriate", with many of McLaughlin's fellow female journalists also labelling them sexist.

Gayle was reprimanded for the remarks, and was issued with an AU$10,000 (NZ$10,750) fine. He later apologised for the incident, saying he didn't mean to cause any offence to McLaughlin.

However, despite the damage the incident did to his cricketing legacy, he's decided to revisit it 16 months later with an appearance in a commercial for Indian condom company Skore.

The advert, which plays on Gayle's reputation as a ladies' man, shows him sitting on a chair as a woman in a tight dress and fishnet leggings walks sensually behind him, before giving his endorsement of the flavoured contraception.

"Listen me - I'm not a bad man. I'm only a bad boy," he says.

"Bad boy to bowlers, bad boy to fielders, 'cause they don't want me that way. Bad boy to girls, 'cause they want me that way.

"Don't blush, baby. Be bad, be a champion."

The advert is one of two - the other featuring narration where Gayle reveals he wants to be "bad and naughty" rather than just "nice and good" - but is the only one that uses the notoriously provocative phrase.

Newshub.