The english beef advert

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Is it me or has anyone else seen the homosexual undertone on the british beef advert, not that i'm against it. I was just surprised by the english beef man looking for the offical stamp of standard beef on the bent over bottoms of the cartoon cricketers to find out who the imposter is. Maybe its a sign that the straight laced british society is loosening up and developing a sense of humor? what are they trying to get across in the advert