O'Reilly claimed victory in his assertion that the ad was "distasteful" and offensive to "millions of people."

"Are you ready to admit I was right?" O'Reilly asked the panel.

"No," Goldberg deadpanned. "You're not attractive, Bill, when you gloat."

"I think they made a mistake," he went on, "and I think this is...part of a much bigger problem: Corporate executives and regular folks--way too many of them--are gutless wonders. At the first sign of controversy, they're looking for a desk to hide under."

An earlier segment had O'Reilly at odds with Goldberg and Hall over the societal implications, and the intentions, of Heinz UK in airing such a commercial. Goldberg called O'Reilly "nuts," and Hall concurred with Goldberg in rejecting the notion that the commercial was a "gay thing." Said Goldberg, the marketing of Heinz Deli Mayo was "a mayonnaise thing."

The United Kingdom's Advertising Standards Authority received 202 complaints about the commercial, whose intent, according to ad agency AMV BBDO, was to show the transformation of a typical kitchen into a deli by a particularly remarkable jar of deli-style mayonnaise rather than an outright depiction of a household headed by a gay couple.

"The advertisement was intended to be humorous, not designed to cause offence to anyone," Heinz UK director of corporate affairs Nigel Dickie told The Independent. "Clearly it failed in its intent to amuse and that is why we took the decision to withdraw it."

An online petition has since, as of this writing, accumulated over 9,200 signatures calling for the commercial's reinstatement.

The entire exchange, aired on Fox News' The O'Reilly Factor on June 26, 2008, is available to view below.