The naughty new Golden Gaytime ad: cheeky fun, or a bit too far?

This iconic Australian ice cream has always been willing to have a little bit of fun with its name.

Established in 1959, long before the word “gay” shifted in meaning, Golden Gaytime has gradually come to not only accept its campiness, but cleverly embrace it. The self-aware ‘80s slogan “It’s hard to have a Gaytime on your own” endures to this day.

This latest billboard advertisement, however, is the closest they’ve ever come to outright innuendo.

In clever cross-promotion with fellow Streets ice cream Bubble-O-Bill, the new ad presents a not-so-subtle tribute to Brokeback Mountain.

only in Australia would you ever find this ad… Apologies to anyone international who doesn't understand! Happy New Year!

A photo posted by Lewis Best (@bestyau) on Dec 30, 2015 at 11:47pm PST

What do you think of the ad? Is it appropriate for a brand that’s always had fun with its name? Or, in becoming less subtle, has something been lost?

We’d love to know what you think! Share your thoughts in the comments below.