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The vehemently homophobic conservative group One Million Moms—an arm of the Christian fundamentalist nonprofit American Family Association (AFA)—was criticized after losing it over a Hill's Pet Nutrition ad from July 2022 that featured a gay couple adopting a dog from a shelter.
In a statement published on its website, the organization said that Hill’s Pet Nutrition “should be ashamed of attempting to normalize sin” in an ad that was published to YouTube on July 19th, 2022.
In the 15-second ad, a gay couple is shown holding hands for about one second. The ad also features the couple happily taking a selfie with their new dog.
You can see the ad below.
Hill’s Pet Nutrition: Shelter – Science Did Thatyoutu.be
OMM director Monica Cole accused the company of “promoting same-sex couples to please a small portion of the population while pushing away a much larger percentage of potential conservative customers.”
She added:
"Even though homosexuality is unnatural, this advertisement is pushing the LGBTQ agenda. An even greater concern is that the controversial commercial is airing during prime time, when children are likely watching television."
"It is not a company’s job to introduce so-called social issues such as this to our children. Hill’s is glorifying sin, and no sin should be honored. Hill’s should never have crossed this line."
"Millions of Americans strongly believe marriage should be between one man and one woman. But Hill’s would rather take sides than remain neutral in the culture war. Hill’s will hear from the left, so they need to hear from us as well. One day we will answer for our actions – or lack thereof."
Cole concluded with the following statement affirming OMM's dedication to "biblical values" against homosexuality:
"We must remain diligent and stand up for biblical values and truth. Scripture says multiple times that homosexuality is wrong, and God will not tolerate it (Romans 1:26-27)."
She and the organization have been harshly mocked as a result.
OMM has made headlines for opposing efforts to recognize LGBTQ+ people's right to exist and have better representation in media.
Last year, the organization had a meltdown over an ad by jewelry company Kay Jewelers that showed couples kissing, one of whom was two men with a small child.
In a statement, OMM denounced the ad for its "attempts to normalize sin," calling it "inappropriate on so many levels" and charging it was designed to "desensitize viewers."
The organization also lashed out at Men's Warehouse after it released an ad that showcased a diverse range of grooms, including one same-sex couple, in a bid to appeal to all customers.
OMM urged supporters to sign a petition against Men’s Wearhouse, accusing the company of “attempting to normalize sin by featuring two gay men getting married” and promoting the LGBTQ+ agenda.