Ibiza Final Boss stars in odd boohooMan ad as viewers call it 'tough to watch'

TikTok users say they have been left scratching their heads after the 'Ibiza Final Boss' starred in a bizarre social media advert.

Jack Kay - who shot to stardom this summer thanks to a video showing his unusual haircut, 'Turkey teeth' and sunglasses - recently signed a five-figure deal with boohooMAN to launch a new clothing line - and has appeared in a new video to promote it. In the new eight-second clip, the tanned Newcastle native is seen decked out in his trademark black T-shirt and shorts with his thick gold chain and distinctive hairdo, posing next to to aRolls Royce.

The 26-year-old then says to the camera: "People always ask us how to change a tyre. But truthfully I don't know how to change a tyre. But you can go and shop my new collection at boohooMan."

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He then shows off a black T-shirt with his trademark name plastered on the back, reports the Daily Star.

While Jack Kay has become something of an unlikely social media sensation since first being spotted in an Ibiza club earlier this month, it's fair to say Tiktok users weren't too impressed by his latest video, with one branding it "tough to watch."

Others seemed confused by the dialogue, as one commenter asked: "What the hell has changing a tyre got to do with anything?" Another said: "Are his 15 minutes of fame up yet?"

Some questioned who exactly would want to wear the shirt in public, and one user said: "No adult man is wearing an 'Ibiza final boss' t shirt."

Leaping to his defence, a different user wrote: "He didn't choose fame, the internet chose him. Let him get his bag."

While one sharp-minded commenter managed to work out the pun, asking: "Do you mean change attire? As in the shirt?"

Jack visited boohooMAN's Manchester headquarters to seal his contract with the fashion firm, with the standout piece so far being a black T-shirt with "Ibiza Final Boss" emblazoned on the back.

The 26-year-old recently signed with the talent agency Neon Management, who have represented a number of well-known TV stars in the past including Joey Essex, Gogglebox's Stephen Webb and Love Island contestants like Ronnie Vint.

While he's been able to live a life that most Ibiza clubbers could only dream of in the last few weeks - including flying out all of his friends out to the island in a private jet - Jack's newfound fame has also brought with it an increased level of scrutiny.

This week, he sparked fury among fans by posing with a cheetah that appeared to be heavily sedated.

Jack posted a photo to Instagram posing with the caged animal in Phuket, Thailand, but was accused by followers "supporting animal abuse", and later deleted the photograph.