Here at B&T we always thought 70s British rockers Status Quo were a slightly odd choice to front a Coles commercial, but the latest iteration featuring Casey Donovan singing the “Down Down” theme seems to have moved past curious to plain old furious.

The ongoing campaign is part of Coles’ concerted effort to show its cheaper than arch-rival Woolies and can match it with the budget player ALDI.

However, the new versions with Casey Donovan have been labelled “cheap and tacky” and a terrible career move for the singer who reignited interest in her flagging musical career when she won Ten’s I’m A Celebrity Get Me Out Of Here earlier this year.

Prior to her win on the reality show, Donovan had reportedly abandoned music due to a lack of opportunities and was making ends meet as an Uber driver.

Donovan was reportedly paid $30,000 to appear in the the ads that are filmed in the UK as they feature members of Status Quo who apparently refuse to fly to Australia for the filming.

There are two iterations of the ads that you can check out below:

However, News.com.au is reporting comments from an “industry insider” who is scathing of Donovan’s decision to align herself with Coles.

“It just looks so cheap and tacky and it’s terrible for her,” the mystery commentator is quoted as saying.

“It’s fine to do an ad for Coles, but not as bad as this. It’s a shocker — the hair, the red, the ‘down down’,

“She’s seen as the girl who’s had a tough ride but was pretty cool — this has derailed the coolness. For an artist, it’s seen as a sell out,” they added.

The industry insider also lambasted Donovan’s management for approving the final ads. However, a spokesperson from her management agency said: “Everyone is entitled to an opinion and Casey has also received a great deal of support and congratulations for the campaign from so many others which has been wonderful to see.”

Critics of the ad have also vented their fury via social media. “I love me some Casey Donovan but that Coles add [sic] is making me homicidal,” wrote one. While another added: “I think Casey usually has a lovely voice … But in this ad she sounds like a cat that someone has stepped on its tail!”

But apparently the client is happy. News quoting a Coles spokesperson who said they’s had “fantastic feedback from our customers and our team since we launched our new Down Down ads and Casey’s new role as lead singer of our reinvigorated campaign.”