In Poor Taste: Sonic Drive-In Faces Backlash For 'Custer' Commercial

Eight years prior to the famed Battle of the Greasy Grass, George Armstrong Custer and his men murdered 103 Cheyenne

George Armstrong Custer has been resurrected – for a frozen delight.

Fast food chain, Sonic Drive-In, is running a commercial with a portrayal of the known Indian killer to promote its latest frozen confection, the ‘Concrete Custard.’

“Oreo with chocolate ‘Custard Concrete’ I declare to be the finest in the land!” a man dressed as the late Army general says while gripping both the dessert and an officers’ ceremonial saber.

“Are you like a riverboat captain?” his friend asks.

“I am General George Custard and you should address me with respect,” the man says.

“I think you’re talking about General ‘Custer,’” the friend says, emphasizing that the Army officer's name was ‘Custer,’ not ‘Custard.’

RELATED: Did Custer Have a Cheyenne Mistress and Son? Native Oral History Says Yes

The TV ad has ignited online accusations of insensitivity toward Native Americans given that Custer killed hundreds of Native Americans in his lifetime and anxiously lead a campaign to kill even more before his sudden demise in 1876.

“Gross. Just saw a @sonicdrivein ad w/ a guy dressed as Custer. Not cute, not funny, Custer murdered hundreds of Native ppl – women & children,” wrote Heather Feather, a Native American, on her Twitter account.

“Why would an ad person think this OK? Custer was an evil SOB and represents manifest destiny. What is wrong with people? Keep him dead,” tweeted blogger, Alia Jones.

RELATED: Sacred Warriors: Why the Battle of the Little Bighorn is Still Important

Custer, who graduated last in his class from West Point and was narrowly Court Martialed, died on June 25, 1876, in Montana during the Battle of the Greasy Grass when he and 200 of his soldiers charged on a camp of Lakota and Cheyenne. Custer – the U.S. Army – was soundly defeated, and the day is remembered as “Custer’s Last Stand.” Meanwhile, an eatery in Denver, Colorado, advertising Chicago-style fare goes by the name Mustard’s Last Stand.

In the early hours of November 27, 1868, eight years prior to the Battle of the Greasy Grass, then Lt. Colonel Custer and his men massacred 103 Cheyenne – men, women, and children – as they slept at an encampment near the Washita River in modern day Cheyenne, Oklahoma.

Culture Editor Simon Moya-Smith contributed to this report.