There's a brand new sex ad on television which, once more, goes over the top.

Over the past 10 years or so, the kind of smut which comes over the tube is boundless.

For years, we have been subjected to the commercial onslaught of Viagra, Levitra and Cialas, aimed at men who might have a problem with, uh... ED. Most of us grew up watching television commercials which pitched soap, perfume and nail polish. But as the morals of America continued the slide into the cesspool, we were subjected more and more to products which should have remained behind closed doors. The age of submissiveness arrived like a hurricane.

As each year passed, the subject matter on television, both that billed as entertainment and that branded as commercials, became more offensive.

Today, it appears, just about anything is allowed in the name of free speech. Even stuff that is offensive to the sensibilities of most Americans ( I think).

The latest onslaught is from KY Jelly, a bedroom product known to most adult Americans.

But the fact that this stuff is advertised on television for all (kids included) to see, is just going too far. Admittedly, not more so than the stuff shown for Cialis, Viagra and Levitra for years. This one, though, is the first aimed at the ladies. This one is for "KY Intense" and shows a guy and gal in the bed all but making whooopee right there for the millions of Americans to gush over.

I think I heard him say she was "a screamer" and this was followed by some kind of explosion.

One of those ED things for men had a bunch of guys sitting around singing about when the time was right and when they got home.

Where in the world have our public morals gone? Why have we allowed this to happen? Where has our leadership gone which allows this kind of thing to appear on public television so that our young kids and teenagers can view it day in and day out?

If you (I) think this is bad, just think what's going to be on the tube five and 10 years from now.

Unfortunately, there's no going back. We are living through years when morality is becoming a word which may not even be in the dictionary 20 years from now.

How sad.

(Lou Major Sr. is a member of the board and former chairman of Wick Communications. He is the former editor and publisher of The Daily News in Bogalusa and resides in Slidell.)