Bonds features gay couple having an intimate moment in Christmas ad
Australian retailer Bonds has caused a stir after featuring a same-sex couple in its Christmas聽campaign.
The ad, which was posted to the brand鈥檚 website and social media pages, shows two men聽kissing while wearing Bonds briefs. It鈥檚 captioned, 鈥淚t鈥檚 the little moments that make the聽Christmas season so special.鈥�
While most of the responses have congratulated the brand for being inclusive, some have聽labelled it inappropriate.
鈥淚 am all about love, but this was the day when the Lord Saviour was born,鈥� one person聽commented. 鈥淩emember that.鈥�
鈥淭his is nothing but click-bait. They don鈥檛 care about equality,鈥� another wrote. 鈥淭hey just聽want to cause controversy and debate and attract attention to their brand.鈥�
鈥淕et woke, go broke. Five members of this household won’t be buying any of your gear for a聽long time.鈥�
Ad Standards, which regulates the advertising industry in Australia, told 今日吃瓜 Corp Australia they聽have received a handful of complaints about the ad so far.
But for the most part, the Facebook post has received overwhelming praise for showcasing聽diversity. It has accrued thousands of likes, with the most popular reaction being the love聽heart.
鈥淟ove this! Perfect ad for Christmas,鈥� one person wrote.
鈥淧eople are so small-minded. Love is love,鈥� wrote another.
鈥淎cceptance is so important. We all deserve to be loved.鈥�
Bonds general manager Emily Small said the ad was about celebrating all kinds of聽relationships.
鈥淥ur Christmas campaign is about celebrating the bonds that make the season and those are聽different for every individual,鈥� she said.
鈥淲e are a brand that celebrate all Australians and we wish the couple featured in our social聽post along with everyone else an equally special and enjoyable festive season.鈥�
According to Ad Standards, ads dealing with 鈥榮ex, sexuality and nudity鈥� receive more聽complaints than any other category, comprising over a quarter of all complaints in 2015.
In 2017, some of the most complained about ads in Australia involved same-sex couples,聽including a Magnum commercial that showed a woman feeding an ice cream to her bride and聽an iSelect ad with two women in bed together.
A Kellogg鈥檚 ad featuring a lesbian kiss and a Medibank campaign with a same-sex couple聽were also the subject of complaints in 2016, but Ad Standards found neither of the ads聽breached community standards.
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