Social media punters, customers and even the share market have pummelled embattled carrier United Airlines after a video emerged of a bloodied man being forcibly removed from a flight.
By Tuesday evening, it was time for the late-night hosts to stick the knife in.
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Jimmy Kimmel on United Airlines controversy
The talk show host takes aim United's CEO before presenting an alternate ad campaign for the airline.
Jimmy Kimmel aired some of the shocking footage on his television show, accompanied by nervous laughter from the studio audience.
"That's how my mother used to get me out of bed in the morning," he joked.
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The comedian also took aim at the way United bungled their corporate messaging as the controversy gathered more and more momentum. The airline's chief executive released a statement regretting that police had to "re-accomodate" passengers.
"Re-accomodate?" Kimmel asked in disbelief. "That's like saying we re-accomodated El Chapo out of Mexico. That's such sanitised, say nothing, take no responsibility, corporate BS-speak. I'm surprised the guy who sent that tweet didn't vomit."
But the knock-out punch came when Kimmel introduced a parody of a United Airlines advertisement. The video proposes a new company slogan: "F--- you."
"We're United Airlines," the air hostess says in the clip. "You do what we say, when we say. And there won't be a problem. Capiche? If we say you fly, you fly. If not, tough.
"Give us a problem, and we'll drag your ass off the plane. And if you resist, we'll beat you so badly you'll be using your own face as a floatation device."