As we edge closer to Christmas, companies get very excited to show off their big festive campaign.
Whether it's a slick new ad that's meant to go viral, an adorable character that companies bring to life in plush toys or something entirely different; Christmas is a big time to sell stuff.
But Bonds, known around Australia for selling undies, has copped criticism for its latest ad.
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The campaign is called 'It's the Bonds that make the season', and it shows a couple having a cheeky kiss while wearing just their undies.
Seems pretty innocuous to be fair: just two men sharing an intimate moment at home.
There are loads of people who back the campaign and believe it shows an everyday couple.
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But some people on Instagram, where the ad made its big debut, found it confronting and inappropriate.
One user wrote: "Unnecessary...Why do they need to be so sexual? Before anyone gets tingles in their pants and jumps down my throat I would be saying the same if it was a man and a woman. I don't see why they need to have their tongues intertwined."
Another added: "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."
A third said: "I'm all for same sex equality and what not but if I walked into a Bonds store and this was on a poster, I'd walk myself and my two children out with me...not something I wish my young child to subjected to."
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That last comment seems a bit dodgy because even though she says she's 'all for same sex equality' she has a problem with two men kissing.
Bonds has released a bunch of other images of blokes hanging out in their undies, some are intimate and others are pretty chilled.
Thankfully for Bonds, it hasn't received many complaints to Ad Standards.
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Emily Small, general manager of Bonds' parent company Hanes Apparel, told Daily Mail Australia: "Our Christmas campaign is about celebrating the bonds that make the season and those are different for every individual.
"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."
Bonds head of marketing Kelly McBride added: "It felt natural that our finale to the year would be a celebration of the deep and meaningful bonds that make the festive season so special."
Featured Image Credit: Bonds