It’s all a bit weird (Picture: YouTube/BMB)

The far-right have fixated on a new target for their hate – an ad for fruit juice.

In case you haven’t seen it, Rubicon’s new ad shows a family of spring water bottles on holiday by the pool.

Suddenly, the dad of the family notices his wife getting a bit steamy with some hunky mangoes and raspberries.

Then he realises – his children, which are small bottles of ‘Rubicon Spring’ fruit-flavoured water, aren’t really his.


Watch the advert here:

A bit odd – definitely. But something that would draw the rage of ultra-conservatives?

Apparently so.

What have people been saying?

What is otherwise a harmless little juice ad has ended up attracting a barrage of sexist, racist and homophobic comments. But why?

Security guard filmed 'trying to strangle colleague' at train station

The ad seems to have done pretty well online, with around 5,000 shares on Facebook.



However, there has been a slightly more sinister strain to the online reception.

The comments on the ad’s YouTube video, for example, are all pretty weird.

They’re filled with explicitly homophobic, sexist, and in some cases racist slurs.

What is the Ig Nobel Prize and who won it this year?

For example: ‘I wonder if the people who wrote this advert have names that echo?’

Echoes are essentially dog whistles for anti-Semites. Racists will put brackets around the names of Jewish people, and others will use specially-developed browser extensions to find and target them.

But mainly, in this case, the word ‘cuck’ is getting repeated over and over again.

What is the 'alt-right'? The alt-right is a far-right conservative movement, largely made up of young trolls fluent in digital culture, free-speech activists fighting against PC culture, misogynists, and just out-and-out white supremacists. Followers of the movement can be found lurking in forums – such as the 4chan board /pol/ (warning: explicit content). They tend to be younger and more internet-savvy than the white supremacists found lurking on sites such as Daily Stormer.

Er, what is a ‘cuck’

‘Cuck’ is alt-right slang for an emasculated male (which comes from the word ‘cuckold’, when a man’s wife cheats on him).

More specifically, the term also has racist origins in a genre of pornography in which one man will watch his wife sleep with another, African-American man. The alt-right – a group which is largely very, very racist – hates this.

As you can see, ‘cuck’ gets thrown around a lot in the comments on this video.

Ooookay that’s a bit odd

Yes, it’s getting a bit weird, but stick with us – it’s about to get stranger.

Quite a few people have accused the ad of being ‘cuck propaganda’.

People ostensibly believe that there is a conspiracy among the mainstream media and the liberal left to push a feminist agenda.

There’s also a more racist strand of this, in which people think the media and liberals are conspiring to, erm, encourage white women to sleep with black men.

And that, according to quite a few people, is apparently what this random juice ad is trying to do.

All this over a juice ad?!

Yes. Really.