One Million Moms, a conservative group classified as an anti-LGBTQ+ hate group along with its parent organization American Family Association, neither comprises even one thousand people nor many women.
But it makes a name for itself by getting on the case of otherwise trivial moments in film and tv.
This time, OMM is going after a Burger King "Impossible Burger" commercial for using the "D-word."
Actually, it's specifically this guy here who lets the word slip.
Burger King/YouTube
What could this D-word be, you ask?
When you say "the D-word," does your mind soar to the lofty lengths of swears or slurs you didn't even know existed?
Well, reel yourself back in, champ.
The word you're looking for is "damn."
Watch this customer drop the D-bomb when he reacts to Burger King's new Impossible Whopper.
Burger King | The Impossible Restaurantwww.youtube.com
Yes, the line "Damn, that's good" has One Million Moms on the offensive.
"Burger King is airing a commercial that uses profanity to advertise its Impossible Whopper – a burger made from plants instead of beef," begins the campaign page.
"The language in the commercial is offensive, and it's sad that this once family restaurant has made yet another deliberate decision to produce a controversial advertisement instead of a wholesome one."
"In the Burger King commercial that is currently airing on TV, customers' responses are being videoed as they taste-test the Impossible Whopper. One man is completely shocked that the burger is not beef, so he uses the d-word to describe how he feels about himself for being deceived by the taste of the burger."
Again, the line is "damn, that's good."
The post continued:
"Burger King's Impossible Whopper ad is irresponsible and tasteless. It is extremely destructive and damaging to impressionable children viewing the commercial. We all know children repeat what they hear."
"This ad is airing during prime time, when families are likely watching. Burger King should be more responsible in its marketing decisions."
"Let the fast-food restaurant know that as a parent and a customer you are disgusted by its recent marketing choices."
As noted earlier, One Million Moms does not have one million members.
On Facebook, the group has about 100,000 likes. How many are supporters and how many are there for a laugh is unclear.
The petition on its site has just over 10,000 signatures.
One Million Moms is not without its successes—in December, the group campaigned to have a Zola commercial featuring a lesbian couple getting married taken off of The Hallmark Channel, which was briefly successful. Hallmark received backlash so intense that they were forced to reverse their decision.
However—though Burger King has made no official statement—they don't appear inclined to scrap an expensive ad campaign to concede to the OMM pressure over the "d" word.
The book Creative Cursing: A Mix 'n' Match Profanity Generator is available here.