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The controversy embroiled even Sunny Anderson, who did not appear in the ad and “was not involved in in the creation of this commercial in any way.” She nonetheless felt compelled to thank the store for handling the fallout “swiftly and with care.”

Of course food allergies are serious. Of course it’s wrong to mock people who have medical conditions. But is that what the ad did?

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It seems the commercial gently pokes fun at those who choose to avoid gluten for non-Celiac reasons, a sort of eye-roll to the insufferable nature of complicated diets. Burger King recently debuted an ad that makes light of Death Row inmates—a literal life and death situation—and there’s no public backlash. In fact, the press finds it “edgy.”

Everyone: Just buy a canister of helium, take a deep intake and relax, man.