When the folks over at Volley Australia dreamt up their 2016 #Grassroots campaign,Poland it's likely they were mostly just trying to sell shoes.
But according to Wendy Francis, a prominent member of the Australian Christian Lobby, they had something much more insidious on their mind: A bit of good ol' fashioned rooting. That's "doing the sex" in Australian speak.
Naturally, Twitter's response to the Helen Lovejoy-style concerns over a campaign "all about rooting" was swift.
SEE ALSO: Manny Gutierrez becomes Maybelline's first male campaign faceWhile it's not clear which images in particular Francis was responding to, some have guessed the staunchly anti-marriage equality campaigner might be taking issue with the campaign's inclusion of non-heteronormative affection.
This Tweet is currently unavailable. It might be loading or has been removed.
As Samuel Leighton-Dore, one of the campaign's models, told Mashable via Messenger, "I'm not sure she's offended by the images so much as what they seem to represent, which is freedom, sexuality, and ... footwear."
This Tweet is currently unavailable. It might be loading or has been removed.
Leighton-Dore's sentiment was backed up by Volley's, who told Mashablevia Messenger:
"Francis' tweet is the exact depiction of what is wrong in the world and we thought it was necessary, being such an iconic Australian brand, to stand up for others and for what we believe should be normal in this age. We should be celebrating love in all its beauty, not shunning it."
Evidently both Leighton-Dore and Volley's believe shocked responses like Francis' will soon be a thing of the past.
"I think when recognisably Australian brands start to embrace diversity and sexuality in their branding, it's a sign that organisations like ACL are fighting the tide," Leighton-Dore said.
Meanwhile, Twitter is having a grand time taking Joy to task, particularly focusing on her use of the phrase "all about rooting."
This Tweet is currently unavailable. It might be loading or has been removed.
This Tweet is currently unavailable. It might be loading or has been removed.
This Tweet is currently unavailable. It might be loading or has been removed.
This Tweet is currently unavailable. It might be loading or has been removed.
This Tweet is currently unavailable. It might be loading or has been removed.
This Tweet is currently unavailable. It might be loading or has been removed.
Root on, Twitter. Root on.
UPDATE: Jan. 18, 2017, 10:26 a.m. AEDT Volley's comment added.
Hurricane Laura's impact lingered with nightmarish mosquito swarms
We’re All Sick of Talking About the Weather. And Yet...
Remembering Tomaž Šalamun and His Poetry
Dennis Cooper, Paris by Matteo Pericoli
Best Samsung Frame deal: Free Music Frame with Frame Pro art TV purchase
Ancient Scrolls So Old They Crumble in Your Hands
Who Controls Our Calendars?
Piero di Cosimo Painted the Dark Side of the Renaissance
Alienware M16 Gaming Laptop deal: Save $560
Tomi Ungerer on Drawing, Politics, and Pushing the Envelope
Waymo data shows humans are terrible drivers compared to AI
The Literature of the Fear of Flying
“A Sign,” a Poem by Philip Levine
The Rise of America’s Convention Culture
'The Last of Us' Season 2, episode 5: The spores are here!
Remembering the Concorde
“A Sign,” a Poem by Philip Levine
Barbara Follett Wrote a Best
Best keyboard deals: Save on Asus gaming keyboards at Amazon
Why Do We Say “Wide Awake”?
Stephen King has written a new ending for 'The Stand' and this is not a drillDonald Trump addressed alleged lurid sexual acts by saying he's a 'germaphobe'Greenland melting hits overdriveAlphabet dethrones Apple as the most cashBella Hadid unfollows Selena Gomez on Instagram amid The Weeknd dating rumorsEdward Snowden says Facebook is spying on youViolence in video games? Hasan Minhaj spotlights the real issuesHow to find the best portable charger before you travelHow big tech should react to the FBI's conspiracy theories memoDonald Trump's L.L. Bean tweet is weird in multiple waysBlood banks in El Paso 'overwhelmed' by donations after mass shootingAmazon fined $1 million for misrepresenting savings to customers in CanadaHow to ditch Google Chrome for FirefoxTV streaming service Locast sued by ABC, NBC, CBS, and FoxNational park staff are luring wildlifeEmma Watson and Time's Up launch free hotline for women experiencing workplace harassmentApple's credit card has some very specific rulesDon't believe that viral tweet about the backless seats on the EasyJet flightJ.K. Rowling just burned Donald Trump for the 2nd time in 24 hoursWhat bartenders think about the 'A.I. Bar' Balloon fanatic Tim Kaine is also, of course, very good at harmonica Michael Phelps and Katie Ledecky restage their iconic #TBT photo The moments that prove Usain Bolt is the greatest showman Sony reveals the 20 iconic games coming with the PlayStation Classic 3 claims from Trump's speech that social media fact New York's favorite subway ad model took a nap right next to his ad The 'Riverdale' cameo on 'The Chilling Adventures of Sabrina' makes zero sense Lana Del Rey showed up to make everyone cry at the Apple event Flooding in Venice didn't stop this restaurant from serving pizza Donald Trump still hasn't spent a dime on commercials, but he promises to start Olympic swimmer babysits a random kid on his flight home Olympic event has to be restarted twice, random official becomes meme Police trial of Amazon facial recognition tech doesn't seem to be going very well Apple pulls watchOS 5.1 updates after bricking reports Electric car startup Faraday Future's future doesn't look great A weird, but hilarious Pixel 3 XL bug is giving them a second notch With new $2,300 iPad Pro, Apple proves itself a bunch of brilliant jerks 10 Halloween costumes you definitely should not wear Pole vaulter's penis gets in the way of his Olympic dreams This Reese's machine lets you exchange your trash Halloween candy for peanut butter cups