Ricky Gervais sells cars in (unintentionally ?) ironic ad campaign

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Irony is vital to Ricky Gervais’ comedy, so it may be too close to call whether Audi’s new ad campaign—which features Gervais hawking cars under the tagline “Stay Uncompromised”—is being intentionally ironic. Since selling out (and selling cars) generally involves compromising one’s integrity for a paycheck, one has to wonder if this is all some extremely meta approach by Audi to overwhelm its audience with cognitive dissonance, confusing them into accidentally purchasing its new A3 sedan.
In the first, oddly somber add, Gervais details his “uncompromising” work as a three-time Golden Globes host, and how he made the bold choice to tell one or two slightly-off color jokes that no one has talked about since 2012.