Ricky Gervais has pulled no punches against the “powers that be” after facing rejection after rejection with the advertising campaign for his alcoholic beverage company.
The After Life star co-owns Dutch Barn, and as part of its marketing campaign, Mr Gervais regularly shares contentious and tongue-in-cheek ads across social media to garner interest.
In recent months, however, he’s also suggested a handful of billboards with more refrained gags and slogans in an attempt to have them advertised in public.
Mr Gervais has shared a series of proposed adverts he claims he’s pitched to be used on the Underground at the behest of TfL [Transport for London], only to have them turned down.
Ricky Gervais is not happy with the ‘powers that be’ over his advert ban
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PAIn all of the billboards, Mr Gervais can be seen holding a glass of his company’s vodka, with the name Dutch Barn written alongside.
In one of the supposedly banned ads, the tag line “drugs this good are usually illegal” is written under the brand name.
A second banned ad featured the same image of Mr Gervais, but this time with the slogan: “Enjoy life. You’ll be dead soon.”
And in his most recent banned ad, Mr Gervais proposed the billboard on the London Underground said: “Welcome to London. Don’t forget your stab vest.”
Those three and many more were rejected by the advertising body, although TfL has previously stressed it isn’t their decision to allow or reject Mr Gervais’ ads.
Reacting in 2024 to a complaint on social media by Mr Gervais about one of the bans, a Transport for London spokesperson said: “We did not reject this advert. This creative was declined by our advertising partner based on feedback from the Committees of Advertising Practice.
“The client has resubmitted a new creative, which was approved by our advertising partner and is now running across our network.”
But after the latest rejection, Mr Gervais has had enough. “I am f***ing sick and tired of the powers that be banning my f***ing billboards and adverts for Dutch Barn,” he began.
Ricky Gervais is no stranger to controversy with his humour
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Netflix
He fumed: “Sometimes there’s just nothing wrong with them. One that was meant for the tube station, just had me having a drink, and it just said, ‘One day, you’ll be underground for good.’
“That was it. They went, ‘No, can’t have that, because it might make people think, because life’s short, we should drink to excess.’
“Who’s f***ing thinking that? Oh, my God. Cowardly, f***ing c***s.”
Mr Gervais wasn’t done there as he continued to rip into the advertising bodies who’d rejected his plans.
Ricky Gervais is a huge advocate for free speech
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GETTY“Do you think it’s my attitude?” he asked with a giggle before adding: “Oh, but you can’t win, because, well, you’re not allowed to say alcohol’s good for you, it does this, you feel confident or it makes you feel attractive, which is fine.
“I went the other way. There was one advert, I was reading from my laptop, from government websites, just saying about all the dangers of alcohol.
“They went, ‘No, we don’t don’t like that.’ Do you know why? Because they don’t like the truth, either, because that puts off other advertisers, you know?
“F*** me, honestly. So this is what we’re gonna do, f*** ’em, okay? I’m gonna sell directly to you. Go to the website, sign up for our mailing list as well, and you can win a year’s supply of Dutch Barn.
Ricky Gervais has appeared at some of the biggest comedy events and awards ceremonies over the years
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GETTY
“Also, we save donkeys. So save donkeys, f*** censors, Dutch Barn,” The Office star signed off.
The video has since gone viral on social media, with over 160,000 viewers within 40 minutes of Mr Gervais publishing it.
And several fans and famous faces rushed to the comments to share their verdict on the outburst, with many sympathising with the comedian’s frustrations while others found the entire ordeal rather humorous.
On Instagram, former England cricketer Kevin Pietersen reacted with a series of laughing emojis, as did former Chelsea midfielder Jody Morris.
And First Dates star Fred Sirieix couldn’t resist a joke, sharing a series of laughing emojis with the comment: “Excuse your French.”