For nearly 150 years, Memorial Day has been a day in which we honor and remember our fallen loved ones, friends, and heroes who died defending our freedoms.  At its core, Memorial Day is a somber time — one in which we reflect on the ultimate sacrifices our military men and women have made for our country. Occasionally, however, many forget why we remember on Memorial Day, and see the occasion merely as chance to get brand recognition or to hold a sale — which falls woefully short of its true purpose.

1. Wearing all white. Memorial Day surely means more than being able to wear white, as fashion agency The Lions claimed on Twitter, citing a piece in Harper’s Bazaar.  UPDATE: The Lions removed this tweet from their Twitter page – the image below is a screenshot of the original tweet.

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2. Wiggling through the weekend. Stephanie Abrams and her crew have great energy, and we’re all about the fun GIF … But there’s a deeper meaning behind the big, fat weekend that isn’t acknowledged in this tweet.

3. Anti-meat crusading. While we respect their staunch beliefs — and their constitutionally protected right to express them —  PETA might have disrespected Memorial Day with this depressing message.

4. That’s the one thing on your mind?  Winky & Dutch, an online jewelry retailer, leaves a lot to the imagination with this nebulous tweet. It’s pretty obvious however that the “one thing” on their minds doesn’t have much, if anything, to do with the true meaning of Memorial Day — especially considering the almost offensive double-meaning of #YOLO — as if we weren’t already painfully aware that you only get one chance at life.

5. Let Freedom Wing? Hooters is a popular establishment in military circles, but perhaps strikes the wrong tone with this tweet. This ad would be well-suited for Veterans Day, but advertising support to military with a free meal on Memorial Day misses the point of honoring the fallen.

Bonus! Another ad from Hooters.