RainbowYOUTH's "If it's not gay, it's not gay" ad campaign has gone viral since its release last weekend and one of its writers says they're surprised by its unlikely success.
It has been viewed more than 783,000 times since Sunday and shared by media outlets around the world.
RainbowYOUTH campaign writer Lizzie Baird told The Project that the team behind it are happy with how it's going.
"We thought it would do well in New Zealand, but we weren't really expecting it to do so well in Australia," she says.
"Even in the rest of the world, it's starting to pick up, [and] we've noticed people posting it in Germany and the UK."
Ms Baird says the concept for the ad came from Kiwi's use of the phrase "oh, that's gay" if something bad happens.
"It's a combination of things," she adds. "In New Zealand, our budgets are smaller [so] there is less pressure on it.
"Our clients are a lot more ambitious, [and] happy to try something new [and] happy to stand out and take a risk.
"I also think that New Zealanders are really keen for a good laugh."