From Nordstrom to Chevrolet, companies are increasingly including LGBT people in their holiday ads. But a commercial from British hardware chain Robert Dyas is terribly confusing.

It features employees declaring their sexuality and what they love about working at the store—including a gay man who loves showing off Minons decorations and a straight sales associate who loves demonstrating kitchen gadgets.

Perhaps the company is weighing in on the culture wars, which have seen various businesses refuse to sell to LGBT customers? There's a certain boldness in asserting drills and kitchen appliances are neither gay nor straight.

But it's done in such a ham-fisted way, nobody can decide if it's meant to be serious or a spoof of some sort.

Or maybe it's intended to make the public talk about Robert Dyas. In which case, job well done.

There seems to be some consensus forming that it's a parody of an obscure aRhett and Link ad from six years ago, which seem to be a random choice, but it does seem to use the same structure, just without the social message point.