An open letter signed by the entire England cricket team was posted on social media and was subsequently slammed by the internet.
The letter addressed "Dear 677..." was meant to be a message to the next Test cricketer to represent the country but was perceived on social media to be an "embarrassing" effort on the part of manufacturers New Balance to market their new kit.
With reminders of the England team's "greatness" etched throughout the letter such as "Take our place in the team, because if you do that, we'll win it all", fans and neutrals alike critiqued the letter.
The message was described as "the most cringeworthy thing ever" on Twitter along with several other posts reprimanding the letter.
Line seven was a particular target from social media users with the line stating "You're on the first step of a never ending flight of stairs to success".
Someone had the presence of mind to edit "flight of stairs" to be read as "staircase" but ironically, forgot to address the fact that the line in question essentially states that the team will never reach success as indicated by the term "never ending".
The letter is narrated in it's entirety in a full-fledged ad which slightly enhances the message but still maintains it's cringe factor, ending with the notion "greatness isn't given".
This was evidently an attempt from the new kit makers to make a massive first impression with the fans of England.
However, the effect might have been the opposite of what they had initially hoped for seeing by the social media reaction.
Here are some the best tweets:
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