Parody or not? Hardware store’s gay-themed holiday commercial stymies viewers

Scene from deadpan, stylishly surreal Robert Dyas commercial. Derek de Koff

We’re pretty sure it’s a parody. But hey, perhaps not.

This commercial by the Robert Dyas hardware store features a cast of supposed customers and clientele revealing their sexuality and then singing the praises of their very favorite drill-purveyor.

The advertisement proudly proclaims that Robert Dyas is a store where “gays and straights can buy drills and so much more.”

The ad popped up on the company’s Facebook page this week, leading to a series of confused comments:

“Truly mystifying… except that this promotional video is excruciating to ALL sexual orientations…”

“I’m so confused.”

“What a time to be alive…”


“If only Donald Trump was president of the UK, we wouldn’t have to put up with these gay shops…”

What do you think? Sly satire or artlessly earnest advert?

“Ho ho ho” or “ha ha ha…?”

(We’re team satire, ourselves.)

Watch the commercial below:

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