Nothing wrong with attempting an ad with novelty, but fashion label rag & bone may have taken that approach too far in its Fall/Winter ’15 campaign video – the 45-second clip, directed by Peter Miles, features a vintage Porsche 911 SC being totalled in the name of art.

It starts out innocuously enough, with English model Gabriella Wilde parading in some of the outfits from the season’s collection. There’s fire and smoke, very abstract. And then the black Porsche rolls into the frame, providing contrast to the scene in resplendent fashion. Until a concrete barrier drops on it.

The impact is enough to make the lovely Gabriella wince, and everyone else watching the video to go aghast (well, if you’re a car fan, you’d be). The flattening hasn’t gone down well with a good number of viewers, with the number of thumbs down votes providing concrete evidence of that.

It has also been enough to provoke a response from Hagerty Classic Cars, which made its own video mimicking rag & bone’s clip – the models in the hag & chrome parody are Porsches, and a dress from the fashion label is also featured. But is it really a rag & bone outfit? That’s the burning question.