This Personal Lubricant Ad Celebrates Same-Sex Marriage and Military Service

Well this one might slap you upside the head. After this ad eases you in with its soft lighting, somber tone and soothing voiceover, you're all relaxed and ready for some sort of innocuous, heartfelt message to be delivered.

But no. What you get is an ad for Gun Oil personal lubricant. Yup, the stuff that makes it easier to slide in and out when you, well, want to slide in and out.

It's Gun Oil's first-ever TV ad and it will air on Bravo and E! in seven markets on February 13 and February 14, Valentine's Day.

Don't get us wrong, the ad and its message are beautiful. It's just a bit of a jolt to go so quickly from the soft celebration of love to such a hard sell.