Richard Hammond caused controversy over the Christmas period after making an uncomfortable and ill-advised joke in a Grand Tour episode.
But there may be some context to his claims that 'ice cream is gay' – in the form of a Finnish advert.
The commercial for Kingis ice cream sees a man going to great lengths to deliver an ice cream bar to a girl. But when he arrives at her house, he ends up giving ice cream to a man and they leave together.
On one hand, that episode of The Grand Tour did take place in Finland. And The Sun claims that said advert is widely known in the country.
On the other, it seems a fairly tenuous link for an advert that aired years and years ago.
"I don't eat ice cream, I think it's something to do with being straight," Hammond had said on the show – to cheers and applause from the studio audience.
"There's nothing wrong with it. It's just, a grown man eating an ice cream, it's that way rather than that way.
"I'm right. I can't believe you can't see that. It's easy. It's in front of you."
Even if the context is true, does it really excuse the joke itself? It's still hugely derogatory – and bear in mind that the episode aired around the world to viewers who are unfamiliar with the advert.
Either way, Digital Spy has reached out to Amazon for comment.
LGBT rights charity Stonewall condemned Hammond's comment.
"Stonewall trains teachers to tackle homophobic, biphobic, and transphobic slurs like these, so to hear this sort of language on television is extremely disappointing and sends the wrong message to young people," a statement read.
Don't forget to vote for your favourite TV shows in this year's National Television Awards! Shortlist voting closes at 12 midday on Wednesday, January 25.
Want up-to-the-minute entertainment and tech news? Just hit 'Like' on our Digital Spy Facebook page and 'Follow' on our @digitalspy Twitter account and you're all set.
