United Airlines has landed itself in hot water after footage emerged of a passenger being violently hauled out of his seat and dragged down an aisle - and US late night talk show host Jimmy Kimmel couldn't resist sticking the boot in.
After videos of the Asian doctor being forcibly removed from the plane went viral on social media, Chinese internet users called for a boycott of United and shares in the airline's parent company plummeted.
- Outrage as bloodied, dazed man dragged off United Airlines flight
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And now Kimmel has laid into United Airlines in a monologue on his show, directing his disapproval at chief executive Oscar Munoz, who many had criticised for giving what they deemed to be a half-hearted apology for the incident.
Taking particular issue with Mr Munoz's reference to the dragging of the bloodied passenger as a "re-accommodation", Kimmel described the apology as "sanitised, say-nothing, take-no-responsibility, corporate-BS speak".
He then unveiled a new parody commercial for the airline, which starred a flight attendant who spoke exclusively in the form of violent threats.
"We're United Airlines. 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 sh*t," the flight attendant says, as footage of the man being dragged from his seat flashed up on the screen.
"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 flotation device," the narration continues, with the flight attendant holding up fists adorned with brass knuckles.
The commercial finishes with the flight attendant looking through one of the plane's windows, and delivering the airline's new tagline.
"United Airlines - f*ck you."
Shares in United Airlines' parent company have dropped dramatically after the footage went viral.
Stock in United Continental Holdings dropped by more than 4 per cent at one point on Tuesday (local time) with nearly US$1b wiped off its value.
Newshub.
