An advertising campaign that tells parents who are cursed enough to have "ginger spawn" that they can trade them in for ginger beer has caused widespread offence.
One parent has taken a complaint to the Human Rights Commission, and the ginger beer company director has received death threats.
But an online poll shows more people find it funny than not.
So when does a campaign designed to shock cross the line into discrimination, and when should we all just lighten up?
Campbell Live sent our two redheaded reporters - Kate King and Natasha Utting to find out.
Watch the video for the full report.