A man has been roasted online after his grand display against Jack Daniel's backfired against him.
New Jersey pub owner Pauly Michaelis posted a video showing him burning hundreds of dollars worth of the brand's memorabilia and booze after finding out about their collaboration with drag queens from RuPaul's Drag Race.
The video, which was first posted to Facebook and then later re-posted to Twitter, showed the self-proclaimed anti-woker coming out of his home holding everything from JD glasses to whiskey bottles while randomly proclaiming his dying love for the brand.
"As you all know, I'm the biggest advocate and supporter of Jack Daniel's whiskey and have been for 40 years of my life, if not more," he says to the camera. "Here's the deal. You went woke. So, here’s what I got for you guys."
He then throws some of his merch in a trash can while the rest go into a fire pit.
"F*** your woke-a** company," he then adds before setting it alight.
And in true outraged fashion, he throws two middle fingers up to the camera to really teach the brand a lesson.
Alongside the video, he also wrote a caption to double down on his outrage, stating that the brand will "never have the honor of touching [his] lips again."
"For those of you who know me well my drink has always been Jack Daniels," Michaelis wrote. "For over 150 years since 1866 this drink was always associated with cowboys, warriors, bikers, savage rock bands and all American badass people."
"THEY WENT WOKE," he added, followed by a middle-finger emoji.
If you're going to post things like that online, don't expect the internet to go easy on you.
Reposting the video to Twitter, user @Imposter_Edits wrote: "Another fragile redneck destroying his things because he got triggered by an advertising campaign."
Thousands of others also got involved in the conversation.
"These are hilarious. Next thing they’ll be shooting in the air and going underground because they saw a rainbow in the sky," wrote one user while another added: "You go Jim Bob Billy Bob and your bib & brace overalls. Don’t forget to feed your hogs and tuck them in. Especially that pretty one..."
A third even said that JD might even back his decision!
And the hilarious comments didn't stop there.
"I think this guy has a serious drinking problem! I’m happy to see him get rid of the stuff. It probably saved his life," wrote this Twitter user.
And this one wasn't going to let him off lightly either.
This person also added: "Wait till he finds out who taught Jack Daniel’s how to make whiskey," referring to Nathan Green, an enslaved Black man who mentored the creator of the brand.
The awkwardest part of this entire fiasco (besides the denim dungarees, of course) was the fact that this man seemed to be completely unaware that this campaign was actually from 2021 so for two years, he's been enjoying the drink completely clueless that they "went woke."
Big yikes.
The campaign saw the popular whiskey company based in Tennessee collaborate with three performers from RuPaul’s Drag Race. Drag queens Manila Luzon, Bebe Zahara Benet, and Trinity the Tuck participated in a three-episode series called Drag Queen Summer Glamp and was sponsored by Jack Daniels' Tennessee Fire.
The premise was focused on the queens celebrating Pride Month with Southern barbecue and the famous whiskey.
Who knew a bunch of people wearing big gowns and big hair could make one act out so irrationally? And sober too? Come on.
It's time to grow up.
