The video, made by New Zealand LGBT youth organisation Rainbow Youth, opens on a group of farmers enjoying a spot of lunch. One of them, Nigel, is a about to tuck into a pie when it slips from his grasp and drops on the ground.

“Gay,” he says. “Actually Nigel,” chimes in an enlightened co-worker, “that’s not gay at all. It’s deeply disappointing, but it’s not gay.”

“Unless that pie is a man who loves another man, ( “or a woman who loves another woman,” adds another co-worker) it’s not gay,” he continues.

He then points to another co-worker and says, “Steve’s gay.” “Steve’s not gay. Are you?” he asks. “Quite gay,” Steve responds.

The video ends with text reading ‘If it’s not gay, it’s not gay.’

Rainbow Youth posted the video on Monday, October 2, writing:

We’re SUPER stoked to finally share with you our very first national ad campaign! We chose to address something small that contributes to much larger issues – homophobia, biphobia and transphobia. Keep your ears open for the radio version on Mai FM, The Edge, George FM and other MediaWorks brands.

We’re incredibly grateful to the teams at the MediaWorks Foundation, Y&R NZ and Eight for generously volunteering their creativity and resources to this awesome project.

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To date, the video has almost ten thousand likes and shares on Facebook.