The reactionary conservative Christian scolds of One Million Moms (OMM) are once again targeting jewelry brand Pandora for a completely innocuous ad.

The anti-LGBTQ+ organization recently posted its latest petition, asking supporters to sign if they agree that the ad, released by Pandora as part of the brand’s “Be Love” campaign, is “inappropriate.”

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Conservative Christians are outraged at Pandora jewelry ad for showing happy lesbian couple
They even have a petition that says the ad “offends” them and “offends many other conservative consumers.”

“Jewelry company Pandora, through its liberal advertising choices, is attempting to normalize the LGBTQ lifestyle,” the October 30 petition reads. “A recent Pandora commercial, ‘Radiate it. Initiate it. Accept it. Expect it. Be love.,’ includes a heterosexual couple, sisters, and a lesbian couple hugging, singing, and embracing one another.”

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While One Million Moms describes the ad as “recent,” it was in fact released all the way back in February to coincide with Valentine’s Day. Clocking in at less than two minutes, the spot features singers Chloe and Halle Bailey singing a cover of the Bee Gees’ 1967 hit “To Love Somebody.” Footage of the sisters singing in an open field is intercut with scenes of models Sasha Pivovarova, Aviana McClish, Thara, Jocelyn Corona, and Colin Alexander. McClish and Alexander, who are a couple in real life, are the only two seen kissing, though Corona is shown stroking the face of another female presenting model with close cropped pink hair.

The ad is notably less LGBTQ+-forward than the last Pandora spot that had One Millions Moms clutching their pearls. That one, released in October 2023, included a lesbian couple embracing and, in a wide shot, kissing. (It only took OMM four months to launch a petition against the previous ad, compared to the over eight months it took them to notice that the February “Be Love” commercial was supposedly corrupting their children).

But judging by OMM’s petition, you’d think the “Be Love” spot featured a full-on sapphic festival. The group cited scripture and described the ad’s content as “sexual perversion.”

“Pandora blatantly throws homosexuality in the viewer’s face with the lesbian couple,” the petition reads. “Pandora should avoid aiming to please a small percentage of consumers while pushing away conservative customers; however, it seems that the company wants to clarify its stand on this controversial topic instead of remaining neutral in the culture war.”

OMM notes that while it is concerned that the ad pushes “the LGBTQ agenda,” they are particularly concerned that “this commercial is airing when children are likely to be watching.”

The petition, which has garnered over 11,000 signatures, asks supporters to send the message to Pandora that they are “not buying into” the brand’s supposed “social agenda that pushes the LGBTQ lifestyle,” and that they will not support the brand while it “airs commercials featuring same-sex couples.”

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