Conservative decries Volleys ad for being "all about rooting" and Twitter is obsessed

When the folks over at Volley Australia dreamt up their 2016 #Grassroots campaign, it's likely they were mostly just trying to sell shoes.

But according to Wendy Francis, a prominent member of the Australian Christian Lobby, they had something much more insidious on their mind: A bit of good ol' fashioned rooting. That's "doing the sex" in Australian speak.

Naturally, Twitter's response to the Helen Lovejoy-style concerns over a campaign "all about rooting" was swift.

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While it's not clear which images in particular Francis was responding to, some have guessed the staunchly anti-marriage equality campaigner might be taking issue with the campaign's inclusion of non-heteronormative affection.

As Samuel Leighton-Dore, one of the campaign's models, told Mashable via Messenger, "I'm not sure she's offended by the images so much as what they seem to represent, which is freedom, sexuality, and ... footwear."

Leighton-Dore believes shocked responses like Francis' will soon be a thing of the past, however. 

"I think when recognisably Australian brands start to embrace diversity and sexuality in their branding, it's a sign that organisations like ACL are fighting the tide," he said.

Meanwhile, Twitter is having a grand time taking Joy to task, particularly focusing on her use of the phrase "all about rooting."

Root on, Twitter. Root on.

Mashable has contacted Volley's for comment.

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