When coffee machine maker Keurig announced Friday it was pulling its ads from Sean Hannity's Fox News show over coverage of the Roy Moore sex abuse scandal, fans of the outspoken host showed their loyalty by posting videos of themselves online destroying their machines.
But fans will have to invest in some heavy machinery if they want to repeat the protest with the latest company to follow suit and pull its ads from Hannity's show: Swedish car manufacturer Volvo.
“We have spoken with our media agency and have advised them to cease advertising on the show,” announced the company in a tweet Monday night, since deleted but reported by news outlet The Hill and pictured in screen grabs.
Newsweek has reached out to Volvo's press team for comment early Tuesday.
Volvo is one of several companies, including Realtor.com and Keurig, to have pulled their ads from the show, in the wake of an online campaign by partisan campaign group Media Matters. The group urged advertisers to cut ties with the show in the for its coverage of abuse accusations levelled at Alabama Senate candidate Moore.
Under the hashtag #boycottkeurig and #IStandWithHannity fans fought back to Friday's announcement by Keurig, posting videos of themselves destroying their coffee makers.
In a bombshell Washington Post report last week it was alleged that Moore had sexually molested a 14-year-old girl and made sexual advances towards several other teenagers while in his early 30s and an assistant district attorney in Alabama.
Hannity has refused to condemn Moore, urging viewers of his show Friday not to rush to judgement.
“Every single person in this country deserves the presumption of innocence,” Hannity said. “With the allegations against Judge Moore, none of us know the truth of what happened 38 years ago. The only people that would know are the people involved in this incident.”
The Fox News host added that Moore “should step aside and leave the Senate race” if the allegations are true.
Earlier, on his radio show, he suggested to his co-host, Lynda McLaughlin, that one of the encounters was consensual. He later backtracked, said that the statement “was absolutely wrong” and that he “misspoke.” He went on to raise the possibility that the accusers may have lied for financial gain.
White House officials have also said that Moore should only step aside if the allegations are shown to be true, whilst several Senators and Senate Majority leader Mitch McConnell have called for Moore to step aside immediately.