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Comedian Matt Rife ’s new ad campaign for cosmetics brand e.l.f. is the latest celebrity-starring commercial that has caused social media users to melt down.

The make-up brand published their ad online on Tuesday, featuring Rife and drag queen "Heidi N Closet" portraying lawyers in a spoof legal commercial promoting inexpensive e.l.f cosmetic products.

A slew of comments on the post took issue with Rife being in the ad, with many pointing to a domestic violence joke he told in 2023 as the reason he should’ve never been chosen for the ad campaign.

"You didn’t have the budget for a comedian who doesn’t joke about abuse?" one user asked on the Instagram post .

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