Back in 2015, the world was a different place, when the word “viral” meant something entirely different. That was the year Hull legend Ronnie Pickering shot to unexpected internet fame after a road rage incident with another motorist. The now-infamous dashcam clip quickly spread across the internet, becoming a staple on Facebook pages like UNILAD and LADbible.
Ten years on, Ronnie Pickering is trending once again, but this time, thanks to a cheeky parody from Asian-inspired food brand Itsu. To mark a decade since the original video went viral, Itsu has recreated the iconic clip with a Ronnie Pickering lookalike in the starring role.
In the playful reimagining, a red car pulls up, echoing the original moment that sparked Ronnie’s online legacy. The lookalike actor grows increasingly animated, just like the real Ronnie did, and the infamous “Who are you?” line is cleverly swapped out for “Itsu?” in a pun-filled nod to the brand’s name.
In the original clip, he asks the motorcyclist: “Do you know who I am? You soon will do.” The motorcyclist replies: “Do I care? Who are you then?” to which he responds: “Ronnie Pickering.” The parody has taken TikTok by storm, racking up more than 30,000 likes and hundreds of amused comments from fans who remember the original video.
And there is method in the madness as The Drum reports that the aim of the campaign is to highlight that over 60% of Brits still don’t know what Itsu is.
As reported by Hull Live, Misha Metcalfe, Brand Director at Itsu, said: “Ronnie Pickering is internet folklore. The stars aligned—it’s been 10 years since the iconic Ronnie moment, and we’re the only brand in Britain that sounds like ‘It’s who?’”
The result? A nostalgic, tongue-in-cheek campaign that’s got everyone talking—and laughing—once again. You can watch the Itsu x Ronnie Pickering parody below.
