On Friday’s episode of “CNN This Morning,” co-host Don Lemon made light of the uproar surrounding Bud Light’s recent ad campaign featuring transgender activist and influencer Dylan Mulvaney and ended up shooting himself in the foot in the process.

Lemon described the controversy as “crazy” and “ridiculous.”

Lemon began by addressing the backlash, boycotts, and support for Bud Light after launching the ad campaign.

After showing a social media video of the influencer promoting Bud Light cans with Mulvaney’s face on them, Lemon criticized the response from those calling for a boycott and dumping beer in protest.

He also claimed a marketing expert told CNN the long-term benefits of the company taking such a cultural stand may outweigh the short-term social media backlash.

CNN business and politics correspondent Vanessa Yurkevich acknowledged that the situation has been difficult for both Bud Light and Dylan Mulvaney.

She mentioned some of the backlash, including singer Kid Rock’s video of shooting Bud Light cases with a rifle and popular media personalities Howard Stern and Joe Rogan defending the beer company’s decision.

Yurkevich compared the situation to previous cultural controversies involving other brands, such as Nike’s ad with Colin Kaepernick, which ultimately won an Emmy Award.

Marketing expert Tim Leake told CNN, “There have been many cases of brands growing their business as a result of taking a strong stand that resulted in some criticism, but even stronger engagement with a key audience.”

Yurkevich argued that Bud Light aims to reach younger demographics with the campaign.

Lemon expressed confusion over the issue, asking, “I don’t understand — so what if someone who is transgender drinks Bud Light? How does that affect you?” He added, “So what does it matter? I don’t really get it.”

Yurkevich attempted to explain the critics’ perspective, suggesting that people might be upset because Bud Light has been an iconic American brand since the 1980s.

Mulvaney’s not an American?” Lemon asked.

Yurkevich then argued that Mulvaney was merely having fun with Bud Light, but some people were taking it too seriously.

Lemon ultimately dismissed the controversy as “ridiculous.”

Of course both Lemon and Yurkevich are fools if they believe the Mulvaney controversy will ultimately strengthen the Bud Light brand.

RELATED: Anheuser-Busch Pays HUGE Price For Mulvaney Partnership, Instantly Loses $6 Billion in Market Value

Bud Light’s “mistake” will likely soon become a business school case study, demonstrating how failing to understand your core demographic can quickly damage a billion-dollar brand.

Don Lemon as usual demonstrates very little understanding of the things he reports on.