The latest source of outrage came Sunday during the Daytona 500, when an ad for the Dodge Ram pickup used language that was deemed too salty for the folks over at AFA.
"A man will ask a lot of his truck. Will it tow that, haul this, make it all the way over the top of that," the ad's gruff narrator said. "Well, isn't it nice to know that the answer will always be, 'Hell yes'?"
The one-time use of "hell" — or "h-e-double hockey sticks" for the easily offended —was enough for the AFA to label the ad "profanity-laced."
"Dodge Ram's use of profanity is irresponsible and offensive," read a post on the AFA's website. "It is extremely destructive and damaging to impressionable children viewing the commercial."
The group is now deploying its legions to complain on social media or at a local Dodge dealer that almost certainly had nothing to do with the ad.
Here's the ad. Viewer discretion is advised.