Australian footwear brand Volley has reaped the benefits of a viral firestorm.
Volley reported a 275% rise in online traffic after a fallout over its latest Dunlop Volley campaign.
The Australian Christian Lobby’s Queensland director Wendy Francis warned parents it is “all about rooting”.
The ad features semi-clad couples and kissing men frolicking in nothing but a pair of Volley's.
For the campaign, it partnered with condom brand Ansell to celebrate sexual expression and support safe sex.
The campaign also uses the word 'root' multiple times in its copy.
"We're all about rooting," it says, making allusions outside rooting for change.
Francis took offense to the new #Grassroots campaign and tweeted:
“Parents be aware Dunlop Volley still sell sandshoes for school kids, but their website has R rated images as they’re now “all about rooting."
Naturally, Twitter couldn’t resist the opportunity to roast Francis with a series of tongue-in-cheek tweets.
This story, written by AdNews' Lindsay Bennett, first appeared on our sister website adnews.com.au.