Sportswear retailer Asics has been left red-faced after graphic pornography was played on the monitors at a central Auckland store.
Passersby - including children - were exposed to the explicit content after the Shortland St store's promotional screens were allegedly hacked and used to play adult videos.
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A witness told Newshub the video ran from about 3am early on Sunday morning.
"People thought it was funny and for the younger generation it kind of is, you know," Jake Scott said.
"You go out for a good night and you go to leave the clubs and bang, you see that. I think it made people's nights."
The video reportedly played until around 10am - and many others who saw it weren't amused. Tanya Lee wants an apology and an investigation after she and her seven-year-old son came across the video.
"I took a second look because I just couldn't believe what I was seeing," Lee told NZME.
"It's totally inappropriate and offensive, not something that you want kids exposed to and it's also embarrassing for Auckland as a tourist destination."
Newshub spoke to a worker who confirmed the incident, but directed further inquiries to the manager.
Asics has since sent a statement through apologising for the screening.
"Our Shortland Street store was subject to a cybersecurity breach," a spokesperson said.
"We're are currently investigating the situation and working to mitigate it happening again in the future. We sincerely apologise to those who saw the content."