Bonds are facing backlash for an advert featuring a same-sex couple in an advert.
The Australian underwear brand have featured real-life gay couple Steve and Nick in a cute image as part of their new Christmas campaign, but the post on social media has caused debate among followers.
The photo in question depicts the two men kissing and embracing wearing the brand’s underwear, alongside the caption: “It’s the little moments that make the Christmas season so special.”
Many followers called the image “beautiful” for celebrating same-sex love, but others took issue branding it “inappropriate” or “offensive”.
“It’s an inappropriate pictures doesn’t matter what sexuality the people are kissing it would still be inappropriate if it was a man kissing a woman like that. [They’re] advertising undies not sex,” wrote one disgruntled commenter.
Another added: “Firstly it’s CHRISTmas not Xmas. Secondly I am all about love but this is a day when the lord saviour was born. Remember that.”
A third wrote: “If it was a man and woman making out it would be flagged inappropriate and too much, but the double standard of it being deemed appropriate because they’re gay… it’s too much.”
General manager of HANES Apparel, Emily Small, defended the image and told news.com.au that the Bonds Christmas campaign is about “celebrating the bonds that make the season and those are different for every individual”.
She continued: “We are a brand that celebrate all Australians, and we wish the couple featured in our social post along with everyone else an equally special and enjoyable festive season.”
A spokesperson for Australia’s Advertising Standards reportedly confirmed it had received five complaints about the campaign, which “are currently being assessed”.
Fortunately, the comments section was quickly taken over by positivity, as members of the LGBTQ community and their allies showed their support for the inclusive adverts.
“Love love love love love this. To me it’s not even about Bonds ‘taking a stand’ or ‘making a statement’. It’s just an ad depicting a couple wearing Bonds, having a smooch over brekkie. As simple as that,” said one fan.
Another wrote: “Loving the diversity in a few of Bonds ads lately. This might shock some people but folks in the LGBTQ community buy underwear too!”
A third commented: “How many times have I seen ads with girls and boys in this exact position sometimes even worse. But because it’s 2 guys there’s a problem. Climb out of your holes there’s worse things out there.”