This is the new TV advert from Better Together, the campaign to keep Scotland in the UK at the forthcoming referendum.
View this video on YouTube
The advert, first shown on Tuesday night, features a mother talking to the camera about her concerns for an independent Scotland: the security of Scotland's oil supply, funding for education, the way "there's only so many hours in the day and there's so much to weigh up".
She's also concerned about the way her off-screen husband, "Paul", keeps going on about the independence campaign while she struggles to keep up with the debate.
But some supporters of Scottish independence have decided the advert doesn't give much credit to women, branding the advert's star "Patronising Better Together Lady".
And in the process they've created a meme, playing on what they believe to be her spurious reasons for voting No.
Some people felt the advert was a bit sexist, since the woman is mainly concerned about household tasks while her husband talks politics.
Maybe I won't even bother voting. It's too much hassle. I'll let the men decide whilst I bake cookies in the kitchen! #PatronisingBTLady
Natalie Clark@natspacinoFollow
Maybe I won't even bother voting. It's too much hassle. I'll let the men decide whilst I bake cookies in the kitchen! #PatronisingBTLady
11:42 PM - 26 Aug 14ReplyRetweetFavorite
#PatronisingBTLady Considers the #indyref issues of the day.
Iain@Cuphook108Follow
#PatronisingBTLady Considers the #indyref issues of the day.
8:22 PM - 26 Aug 14ReplyRetweetFavorite
#PatronisingBTLady Leave the kitchen and shape your future.The dour sexist NO camp want to transport us back to fifties.Over my dead body!
Carol Fox@feministfoxFollow
#PatronisingBTLady Leave the kitchen and shape your future.The dour sexist NO camp want to transport us back to fifties.Over my dead body!
7:47 PM - 26 Aug 14ReplyRetweetFavorite
Other people were baffled by her difficulty to find the time to weigh up the options.
#PatronisingBTLady has stuff to do #indyref
Just Charlene@Just_CharleneFollow
#PatronisingBTLady has stuff to do #indyref
7:41 PM - 26 Aug 14ReplyRetweetFavorite
Hope I find a husband in time for the #indyref. How will my girl-brain know how to vote otherwise? #PatronisingBTLady #womenproblems
Luisaidh Davidson@belledejournalFollow
Hope I find a husband in time for the #indyref. How will my girl-brain know how to vote otherwise? #PatronisingBTLady #womenproblems
11:20 AM - 27 Aug 14ReplyRetweetFavorite
Perfect summary of the new @UK_Together campaign video. Targeted at woman - but so patronising? #PatronisingBTLady
Greg indyref@YesIndyrefFollow
Perfect summary of the new @UK_Together campaign video. Targeted at woman - but so patronising? #PatronisingBTLady
8:27 PM - 26 Aug 14ReplyRetweetFavorite
Not thinking much of the latest BT campaign poster!? #IndyRef #PatronisingBTLady
KJ@KingdomJockFollow
Not thinking much of the latest BT campaign poster!? #IndyRef #PatronisingBTLady
10:41 PM - 26 Aug 14ReplyRetweetFavorite
Others were a bit baffled by her apparent lack of understanding of the key independence issues.
Comedy gold from @UK_Together 's #patronisingBTlady !
Declan B@YesWithDexFollow
Comedy gold from @UK_Together 's #patronisingBTlady !
6:47 PM - 26 Aug 14ReplyRetweetFavorite
Belters together #indyref #patronisingBTlady
Stronger Untied @StrongerUntiedFollow
Belters together #indyref #patronisingBTlady
10:04 PM - 26 Aug 14ReplyRetweetFavorite
#patronisingbtlady
Tom Johnstone@TomJohnstone93Others were very concerned about the welfare of the woman's husband.
And then there was the matter of her facial expression.
#PatronisingBTLady We're Better Together... forever and ever
Laurie Kitson@ljkitson92Follow
#PatronisingBTLady We're Better Together... forever and ever
7:07 PM - 26 Aug 14ReplyRetweetFavorite
A couple of people thought she might have better things to do when the vote is held on 18 September.
This is my favourite #PatronisingBTLady
Euan Bryson@EuanPaulBrysonFollow
This is my favourite #PatronisingBTLady
8:16 AM - 27 Aug 14ReplyRetweetFavorite
Only 3 Plan B's...best vote No. #patronisingbtlady
BWatt@BethWatt2014Follow
Only 3 Plan B's...best vote No. #patronisingbtlady
7:21 PM - 26 Aug 14ReplyRetweetFavorite
Others were a bit concerned for the actress involved in the broadcast.
What have I done? #PatronisingBTLady
Dorian Grey@directgovmustdiFollow
What have I done? #PatronisingBTLady
10:25 PM - 26 Aug 14ReplyRetweetFavorite
At points it went a bit surreal.
Hey Paul! Paul! Remember that song? #patronisingbtlady
Sin Vega@sinisteragentFollow
Hey Paul! Paul! Remember that song? #patronisingbtlady
11:21 AM - 27 Aug 14ReplyRetweetFavorite
But even the most ardent pro-independence supporters would admit there are some unknown issues in this campaign.
Last one. This is too funny. @_Pandy storyboards #PatronisingBTLady ad. @robertflorence
James Lees@jamesvsburgerFollow
Last one. This is too funny. @_Pandy storyboards #PatronisingBTLady ad. @robertflorence
9:59 PM - 26 Aug 14ReplyRetweetFavorite
4th #PatronisingBTLady contribution
Kris@neuroscepticFollow
4th #PatronisingBTLady contribution
3:19 AM - 27 Aug 14ReplyRetweetFavorite
While others were just concerned that something was in her cup of tea.
#PatronisingBTLady
my indy scotland@myindyscotlandThree weeks to go until the vote.
Jim Waterson is a politics editor for BuzzFeed News and is based in London.
Contact Jim Waterson at jim.waterson@buzzfeed.com.
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