Ricky Gervais Lied, London Cried, and the Donkeys Won
Tell me again why we’re mad about ads that weren’t real?
Ricky Gervais basically pulled off the marketing heist of the year by pretending TfL (Transport for London) banned a bunch of dark-humor Dutch Barn Vodka ads… that he never actually submitted.
Before we get into the absolute circus that is the Dutch Barn Vodka hoax, let me just say: Ricky Gervais is exactly the kind of man who would pull something like this. I’ve been lucky enough to see him live twice, and both times were so ridiculously, painfully funny that I left the venue feeling like I needed a chiropractor for my face. The man thrives on chaos, dark humor, and poking every possible bear within a 10-mile radius. So of course he didn’t just launch a vodka campaign. He launched a controversy - because why sell bottles when you can sell outrage, confusion, and the most on-brand marketing stunt imaginable?
So let’s start from the beginning. In November 2023, the comedian became co-owner of Ellers Farm Distillery, publicly stating his intention to develop the brand “in his own way.” Fast forward to early November 2025, Gervais ignited significant controversy by claiming that Transport for London (TfL) had rejected a series of provocative billboard advertisements for his Dutch Barn Vodka brand. He shared mock-ups of fictional billboards on his social media platforms featuring darkly comedic slogans alongside images of himself holding Dutch Barn vodka.
Gervais leaned into the idea that “the powers that be” were trying to shut him up, and the internet ran with it. Before any real ads even existed, the whole thing had already blown past 100 million views simply because people thought someone was trying to censor him.
Then TfL stepped in and cut through the drama, saying the ads hadn’t been submitted to them at all. They also pointed out that a different set of Dutch Barn ads (the tame, approved kind) were already up across the network. The mismatch between the story and reality made it pretty clear the whole thing was more staged mischief than genuine censorship.
Before any physical advertisements appeared, the fake “rejected” billboards generated unprecedented online buzz. Media Agency Group, the agency handling the campaign, reported that the social media controversy generated over 100 million impressions globally before a single out-of-home placement went live.
Only after securing massive online attention did the campaign transition to genuine London Underground and bus advertising. The actual approved creative retained the playful tone while complying with advertising regulations. For instance, the “One day you’ll be underground for good” slogan was modified following TfL guidance, but maintained its humorous intent.
The campaign drew sharp criticism from multiple quarters. Mental health advocates and marketing professionals objected to the suicide-related jokes, saying they were inappropriate for an alcohol brand. The “stab vest” line drew additional criticism, especially after a real knife attack occurred the following day. Comedian Asim Chaudhry responded publicly too, arguing that the ads painted an unfair picture of London. And the original Dutch Barn marketing team raised concerns about the brand drifting away from its earlier emphasis on sustainability and ethical values.
The general public reaction was pretty split. Supporters called the whole thing bold satire and “genius marketing,” celebrating how it grabbed massive attention without spending on traditional ads. Critics, meanwhile, argued the jokes didn’t land and felt out of place for an alcohol brand, questioning why Dutch Barn would lean into controversy instead of its actual strengths like sustainability and quality. In the industry chatter, some marketers labeled the approach “lazy” or “tone-deaf,” seeing it as a play for engagement rather than long-term brand building.
Despite all the internet drama, the campaign did exactly what it set out to do: explode across the internet and grab a massive amount of attention. Some marketing folks questioned whether that kind of stunt actually builds a strong brand or just creates a very loud moment. But here is the thing: Dutch Barn donates from every sold bottle of Dutch Barn Ginger Spiced Vodka to a donkey sanctuary, which means the more the campaign took off, the more donkeys ended up getting helped. So yes, the marketing world is still debating the strategy… but the donkeys definitely won.
I’ll be honest: I’m not exactly a neutral observer here. I’ve been a Ricky Gervais fan for years, and I’m well aware that his comedy isn’t just sharp, but it can be very brutal. Part of what I admire is that he doesn’t really acknowledge the concept of “off limits”; he’ll poke at anything, anyone, anytime. And in a world that increasingly feels like a bizarre parallel timeline, where every news cycle reads like rejected Black Mirror scripts, that kind of humor can be a relief. Sometimes laughing at the absurdity, even when it feels slightly inappropriate, is the only thing that keeps the whole thing from tipping into pure dystopia.
If any of these fake ads weren’t your thing or felt off, that totally makes sense - this kind of humour isn’t for everyone. But before writing Ricky Gervais off completely, it’s worth remembering how much work he does as an outspoken advocate for animal welfare:
Major donations:
£427,243 donated from Supernature platinum tickets (2022) to: International Animal Rescue, Animals Asia, Nowzad
£1.91 million donated from Armageddon platinum tickets (2023) to 11 charities, including All Dogs Matter, Helping Rhinos, Wild Futures, PDSA, and others.
Planning to beat £1.91M with the Mortality tour (2025).
All “platinum ticket” profits go directly to animal charities instead of scalpers.
Awards:
Genesis Award (2015) — Humane Society
Cecil Award (2018) — Humane Society International
Lord Houghton Award (2017) — Animal Defenders International
Major Campaigns:
Trophy Hunting: One of the loudest global voices after Cecil the lion’s killing; regularly exposes hunters.
Yulin Dog Meat Festival: Worked with HSI; a rescued dog was named “Ricky” in his honor.
Lucy’s Law: Helped push new UK legislation banning puppy-farm sales (passed in England).
Shark Cull (WA, 2014): Publicly campaigned against the policy; the cull was later scrapped.
Bear Bile Farming: Adopted a rescued moon bear (“Derek”) and helped amplify campaigns leading to Vietnam ending bile farming.
Romanian Dog Crisis (2015): His retweet boosted donations from ~£4k to over £24k in days.
Save Ralph (2021): Starred in global anti-animal-testing film.
Fake Rescue Video Campaign: Helped shut down harmful staged animal “rescue” content online.
Social Media Advocacy
Promotes #AdoptDontShop and rescue centers daily.
Amplifies petitions, exposes cruelty cases, and raises awareness for research animals.
Uses his platform to “name and shame” trophy hunters and push international pressure.
Ricky Gervais has been fully vegan since 2022, a choice he made because “it felt hypocritical to save dogs but eat sheep”, and even ensures the food shown on-screen in his projects is plant-based. His philosophy is simple: animals don’t have a voice, so he uses his “loud one,” and he plans to leave most of his fortune to animal charities.
I will finish with this:
BUY DUTCH BARN.
MAKE DONKEYS HAPPY.
RICKY’S ALREADY RICH.
Did it sell vodka or just create noise?