A shocking new LGBTQ pride ad shows Ronald McDonald and the Burger King mascot passionately kissing one another. The pride-themed ad is meant to honor Finland’s Helsinki Pride Week.

The ad was launched by Burger King Finland, and it is titled “Love Conquers All.”

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“Burger King has always stood for equality, love, and everyone’s right to be just the way they are. The only instance where it might not seem so is when we’re bantering with our competition,” Burger King Finland’s brand manager Kaisa Kasila told Adweek,

“We thought, what a better way to convey our values than by portraying an all-encompassing kiss between Burger King and McDonald,” she added. “We wanted to show that in the end, love always wins. And we know McDonald’s stands for the values we stand for, too.”

Fernando Machado, global chief marketing officer for Restaurant Brands International, praised the ad in a tweet that has since gone viral.

“Proud to see Burger King Finland as the official partner of The Helsinki Pride. Even more proud of our 100% Corporate Equality Index,” he wrote. “Congrats to Kaisa from the BK Finland team for such a beautiful execution.”

Machado later added that the “impossible kiss” shows that love really does conquer all.

“Our brand is always bold, edgy, and fun,” he said. “So showcasing this ‘impossible kiss’ is a way to demonstrate that love conquers all. And we hope that ‘the other guys’ understand that it is actually a celebration of love rather than a competitive statement.”

It is not clear at this time if McDonald’s had anything to do with the ad.

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“Diversity and inclusion is one of our cover values at Restaurant Brands International. We believe that a wide range of diverse voices and perspectives makes us a stronger company,” Machado explained. “That’s why, for instance, we have worked with the Human Rights Campaign to raise our Corporate Equality Index (CEI). We are really proud of the fact that today we have a CEI of 100%.”