The internet went into convulsion yesterday after Lewis Hamilton posted a video in which he mocked his nephew, his comments generating a massive cyber-backlash.
The controversial moment, posted by the four-time world champion on social media, shows Hamilton lambasting his nephew for wearing a pink princess dress during the family Christmas evening.
"I'm so sad right now. Look at my nephew," he says in the post.
"Why are you wearing a princess dress? Is this what you got for Christmas?", Hamilton asks his young relative, before shouting "Boys don't wear princess dresses!"
The internet subsequently went after the Mercedes driver with all guns blazing, accusing Hamilton of discrimination, intolerance and bullying. And calling for the Brit to be stripped of his MBE!
The video was wisely pulled by the Hamilton camp but the outrage continued unabated, ultimately forcing the 32-year-old driver into an all-out PR operations and apology.
"Yesterday I was playing around with my nephew and realised that my words were inappropriate so I removed the post," Hamilton wrote in three separate tweets.
"I meant no harm and did not mean to offend anyone at all. I love that my nephew feels free to express himself as we all should.
"My deepest apologies for my behaviour as I realise it is really not acceptable for anyone, no matter where you are from, to marginalise or stereotype anyone.
"I have always been in support of anyone living their life exactly how they wish and I hope I can be forgiven for this lapse in judgment," he concluded.
While Ham's video was undoubtedly an ill-inspired move, it was also another silly case of banter taken way too seriously.
That said, Lewis might not be the best person to hand out fashion advice...