04/30/2013 09:20 am ET Updated Feb 02, 2016

Tui Beer Billboard On Gay Marriage Stirs Controversy In New Zealand (PHOTO)

A beer billboard that refers to New Zealand's legalization of gay marriage is brewing controversy.

The Tui beer billboard at the center of the debate reads: "Dad's new husband seems nice." However, over the logo is the kicker: "Yeah right."

Tui's billboard has invited plenty of comments on the beer brand's Facebook page, including some that say the ad is homophobic. (Credit: jandalofdoom/Imgur)

The controversy has played out in part on the brand's Facebook page, where critical comments began appearing April 24 after the billboards went up.

In a statement published by Stuff New Zealand, Tui marketing manager William Papesch tried to explain the purpose of the beer billboard:

Our intention with the current Tui Yeah Right billboard ‘Dad’s new husband seems nice’ was to highlight the common situation or uncertainty experienced when someone’s parent remarries. Given the recent passing of the Same Sex Marriage Bill in Parliament, this ‘Yeah Right’ line is a topical spin at the age-old situation of a parent's new partner.

AdWeek notes that the fact the brewer had to explain the joke proved it was lame.

"I don't think Tui meant any actual harm here, but the delivery was crap," AdWeek's David Kiefaber wrote.

However, while some have called the Tui beer ad homophobic or "creepy and uncool," others have applauded the Kiwi brand.

And at least one user seemed confused about the hype surrounding the billboard.

"I'm struggling to see what you've done wrong," one user, who identified as transsexual, wrote. "Just seems a recasting of the wicked stepmother thing with a GLBT spin on it. My take on all this is it's a bit of a storm in a teacup really."

Tui has used the "Yeah right" tag in many ads addressing current events, but the legalization of same-sex marriage earlier this month in New Zealand provided another avenue.

What do you think? Is Tui's "Yeah right" tag right on or all wrong?


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