No such thing as bad publicity?

I was completely unaware of the Ryanair advertisement featuring a saucy schoolgirl promoting their low fares, and would have remained so were it not for a reported 13 people (a miniscule fraction of the population) who complained about it, resulting in the Advertising Standards Authority banning it, and Ryanair calling the decision "censorship" by a "bunch of unelected self-appointed dimwits". Now of course the world and his wife know about it. Stupidity on the part of the ASA (and the 13 people who complained) or really clever marketing by Ryanair?