James Blunt knows he’s not cool, or fashionable, or well-loved. In fact he knows the opposite is true, and that he’s a figure of fun in some circles.

With a new album to promote, Blunt realizes that the best way to handle his critics is to get in on the joke. Which is why the commercial for The Afterlove sees him mocking himself and his fans.

The ad shows a group of people sitting around as if they were attending an Alcoholics Anonymous meeting. Except they’re actually all James Blunt fans. Even James Blunt is ashamed to be a James Blunt fan.

I’m personally not a fan of his music, but I take my hat off to Blunt for being able to laugh at himself in this way.