They will never probably come clean but, whether intentional or not, the latest ad tweeted by Surf has created a wave of activity on social media.

Twitter users were certainly amused by the homoerotic marketing campaign for the popular detergent which features three sexy, shirtless men doing their laundry.


Alongside the hashtag #CleanTune, the ad’s intention, we think, was to take the lyrics to songs and adapt them to be more relevant to said laundry-doing.

But in the wash-up, the lyric featured, adapted from the Sir-Mix-A-Lot song I Like Big Butts, read: “I like big loads and I cannot lie.”

Many on social media pointed out that someone might be in trouble at Surf’s marketing department, or similarly whoever came up with the lyric might get a raise.

One user wrote: “Someone’s getting a telling off tomorrow! … or a raise.”

Another simply wrote: “This is relevant to my sexually charged interests.”

Was it the work of a cheeky marketing executive or someone unaware of the potential innuendo of the phrase “big loads”?

At the end of the day, who cares? It certainly works for us!

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