The annual sporting distraction that takes place called March Madness is nearly upon us. Office work will take a precipitous dive, and bars will become a nightmare as televisions will not feature any hockey games because they will instead be dedicated to hoops contests between Creighton and Florida Gold Coast University. (No resentment here, swear).

In an effort to court those patrons the national chain Buffalo Wild Wings is rolling out a multi-layered ad campaign. One of the commercials is rather…well it is kind of…that is it…well, you will just need to watch it and see.

Have a ball. Get nuts. Go nads! pic.twitter.com/xtT5dD8kSs — Buffalo Wild Wings (@BWWings) March 14, 2019

Uh, yeah – a restaurant is promoting off of men diminishing the aspects of themselves which define them as men. Nothing at all wrongheaded about that plan.

Those stools, by the way, are in very limited supply, with only two available in New York, and two in Los Angeles.

If you are blinking blankly trying to absorb what you just saw, trust us — you are not alone.

I thought you sold food — Jordan (@JAbitz03) March 14, 2019

lemon pepper wings ain't good enough for y'all to be doing this shit — Rhino47 ? (@Rhino47z) March 14, 2019

Why the f do corporations put this crap out there? You sell beer and chicken wings; leave it at that. — ?Asha’man? (@AFreeWhiteMan) March 14, 2019

Why did you have to damn my eyes to an eternity of cringe with this — James Justus (@james_justus) March 14, 2019

Chicken wings and checkin’ wangs — Happylachia (@happylachia) March 14, 2019

This commercial has no diversity and its disgusting @ADL — MetalAvenger (@Metal_Avenger) March 14, 2019

Oh sure, THAT was the issue with this commercial!

imagine: an entire group of marketers sat there and mulled this over for weeks to design and create this monstrosity — Echolus, Again (@echolus1) March 14, 2019

Seems like this would help with the prep. pic.twitter.com/NCfIUcRi8k — Schadenfreudelish (@aggierican) March 14, 2019

The concern of course is keeping things out of the food. Is there a special net that one wears…?

There is at least one helpful theory surrounding this — whatever this is.

Not even remotely trying to justify this monstrosity, but their popularity surges around the tournament so that men can skip out on work to watch the day games — Nick Decarlo (@NickDeCarlo1) March 14, 2019

Okay, we can SUPPOSE there is a connection to be made here — in commercials about making a disconnection. A vital, important, and (mostly) permanent disconnect.

Ads directed at women empower them and tell them they’re the best, men get ads that tell them they’re scumbags like @Gillette and ads telling telling them they should get become impotent eunuchs to watch the big game like this one. — ?Shalashaska? (@Silent_Sentry88) March 14, 2019

Not too far off at all with this theorem. Looking into things it turns out the advertising minds behind this one is called The Martin Agency.

You need to be a bit ballsy to bring camaraderie back to sports culture. So we went nuts with @BWWings, just in time for #MarchMadness. https://t.co/z5DnaIssvN — The Martin Agency (@MartinAgency) March 13, 2019

And here is a bit of news that should come as little surprise: They recently replaced all of their male executives with women.

"The Martin Agency’s leadership change has the potential to be revolutionary. 'They are doing more than any other company to genuinely tackle diversity and inclusion and do something about it,'” Thank you for for believing in us @cindygallop ? #martindoes https://t.co/ZRryUCfeQl — The Martin Agency (@MartinAgency) December 18, 2018

So the gals at Martin felt the best way to market to a campaign audience of mostly men was to promote neutering them. That should go over wonderfully.

Yea, we’re going to need some Duluth Trading and Jack Daniels spots to fix this and make things right.