The internet is not having Gain's new jockstrap-sniffing commercial

Video Producer, Yahoo Entertainment
Yahoo TV

Who knew laundry could be so controversial?

Gain, one of America’s most popular laundry detergents, is feeling some heat after its latest ad rubbed viewers the wrong way.

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The commercial, titled “The Sweet Smell of Defeat,” features the Martinez brothers plotting a cruel prank on their unsuspecting father, who’s sleeping peacefully on the couch. The boys use a stick to pull their dad’s laundry from his gym bag — but not just any likely stinky item. They chose their father’s cotton jockstrap.

And yep, you guessed it! They slapped that sucker right on their dad’s face! (Pausing for the “ew” factor.)

The mean plot backfires on the boys, however, when they realize their dad loves the smell — he takes a huge whiff! Perplexed, the older brother investigates the laundry himself. He sticks that strap right up to his nose, only to discover the “sweet smell of defeat.”

As the narrator puts it, “Little did they know, their dad washed that jockstrap using Gain flings with Oxiclean and Fabreze,” and the boys sulk away.

Grossed out yet? The internet sure was, and boy, it didn’t hold back its disgust for the Gain ad.

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