Ricky Gervais has claimed that the success of his drinks brand, Dutch Barn Vodka, has enabled him to afford a London Underground billboard.
However, taking to X, the After Life star said that the advert he opted for was banned by London Mayor Sadiq Khan's TfL for its tagline.
Gervais is no stranger to causing controversy with his marketing methods for the drink, admitting back in March he was "destroying" the company with his adverts.
They often feature expletives and Gervais' typical blend of dark humour and crass language while promoting the alcoholic beverage.
In this instance, the billboard Gervais pitched showed him raising a glass of Dutch Barn Vodka with the tagline: "One day you'll be underground for good."
But fans won't be able to see it on the tube any time soon, according to Gervais.
Ricky Gervais is no stranger to causing controversy
NETFLIX
He explained in a post on X to his 15 million followers: "Dutch Barn sold so well that we were able to afford a London Underground Billboard.
"However, it was not accepted for the following reason- 'We think there is a risk that this may be construed as implying that because life is short, one might as well drink, potentially to excess.'"
Before long, fans rushed to share their thoughts on TfL's verdict regarding the ad - and plenty were unimpressed.
"Welcome to the London of @SadiqKhan. You'll likely be arrested... for this tweet," one fan sarcastically hit out.
Dutch Barn sold so well that we were able to afford a London Underground Billboard. However, it was not accepted for the following reason- "We think there is a risk that this may be construed as implying that because life is short, one might as well drink, potentially to excess.” pic.twitter.com/AtvmAYY7m4
— Ricky Gervais (@rickygervais) August 22, 2024
"I see their point but it is still a good commercial," a second said before a third blasted: "They view all of society as a whole to be too stupid to make decisions, therefore they make the decision for us…. Would have been an awesome billboard though!"
Elsewhere, a fourth fumed: "All adverts carry the inherent risk of being misconstrued, but that doesn't mean they should be banned. I don't see how yours is any less acceptable than what's already on the Underground billboards."
Another branded the decision as "silly" as they continued: "I think it’s a great billboard! I’ve seen ones much darker than that on the underground. x."
And a sixth waded into the row: "We can't have ads that might put a smile on someone's face anymore, what a joyless bunch of bureaucrats."
However, there was some support for TfL's decision, with one follower commenting: "It is a good advert idea. But their objections are also reasonable.
"The advert will make some people laugh, and they won't drink more because of it. Others will laugh, and it will influence them to drink more. But perhaps free speech justifies the advert overall." (sic)
LATEST DEVELOPMENTS:
London Mayor Sadiq Khan is the chair of TfL
GETTY
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 currently being installed across our network."
Gervais has been promoting Dutch Barn Vodka since he became a co-owner of Ellers Farm Distillery in November 2023.
According to the drink brand's website, Gervais "wanted to work with a sustainable spirits business that’s actually doing some good".
"So after diving in feet (and bottle) first, he took the reins on creative leadership whilst making sure everyone knows about Dutch Barn Vodka," it states.
