Ever see something so blatantly emblematic of how racism and colorism infect the world that it literally makes it hard to breathe? Well you’re about to see just that when watch this advertisement for Qiaobi laundry detergent (which is a riff on an already terrible Italian commericial with the tagline “Coloured is better.”)

The Los Angeles Times reports that it has been airing in China—where 92 percent of the population is ethnic Han—since January with little controversy, but it went viral in the United States this week and the reaction has been anything but calm. We’re not even going to tell you what happens, just watch for yourself. Wow.