Is ESPN's latest NBA ad homophobic? Does a basketball bounce?

It wouldn't feel like Super Bowl Sunday without some sort of homophobic sports ad controversy popping up and, sure enough, one has.  Ironically, however, it has nothing to do with Super Bowl 43 (nothing too bad there so far).

Rather this controversy has to do with the following ad which recently ran on ESPN starring Shaquille O'Neal

Great, another ad playing on the idea that men being affectionate with each other is something objectionable. So objectionable that it provokes Shaq to call it "weird" and "disgusting" and causes him to move away. What were you thinking ESPN? That being said, keep in mind, that ESPN has a pretty good record on gay issues and that Shaq himself helped chase down some gay-bashers a couple of years ago and has stated he'd protect a gay teammate.

Curious for another take, I got in touch via email with retired NBA player John Amaechi, the only out player in the NBA's history, for his take on the ad. (I have also reached out to ESPN for a comment, but not received a response as of yet.  )

AfterElton.com: What is your reaction to it?
John Amaechi: I think the ad is in poor taste; it just seems like another signal of yet another flagging, unimaginative, desperate, clutching-at-straws marketing department grasping for the lowest common denominator. It seems so out of character to ESPN ads of old. It makes me feel disappointed, but not angry in anyway...the ad itself is just too tenuous to even bother getting riled about.

AE: Did you find Shaq's reaction the use of the words "disgusting" and "weird" and his moving away from Breen to be homophobic?
JA: The character's reaction to the "fist kiss" is of course homophobic, the subtext is that a man asking another man for any kind of kiss, even a 'fist kiss' should be met with repulsion - I am surprised Shaq went anywhere near this ad, given I don't think that would be his true intention or belief; but as a player, I too would have disparaging words to say about someone calling 'fist bumps' anything like "fist kisses" - simply because it's massively dumb .

AE: Some are finding the ad to send a message that same-sex affection is to be denigrated and possibly influencing young people to be intolerant. Perhaps as a retired NBA player you have a different take?
JA: Firstly, I don't like this ad at all, less an less as I watch it with more thought, and I haven't asked yet, but I BET big money that the NBA doesn't like it either. But let's face it, this ad is no reincarnation of the Snickers ad. I don't think this ad is funny enough to have the kind of negative power we all fear. I think people, straight and gay, athletes or not, will all find this ad unnerving, trivial and unfunny to watch.

I think there are far more insidious and important ways parts of the media teaches children to be intolerant. Whilst I am massively in favour of the idea that celebrities and sports people are and should be role models (with no personal choice in the matter) and that this ad is a mistake, let's focus our ire on the FOX news channels constant offenders, the Family Research Council, Rick Warren and the pro-prop 8 lobby, etc. instead.