According to the Picnic management it’s merely a comedy.
However, the management of Max Verstappen is not amused , stating that the commercial is an infringement of the image rights of Max. It is irrelevant that the character is obviously just a look/a-like and not the man himself. Max Verstappen has a redeemable popularity (his name, autograph and portrait are registered trademarks), so his management claims a compensation of no less than € 350,000.00. According to Dutch standards this claim is very high, so it is not very likely that the claim will be fully granted. However, it is clear is that the image of Max cannot be treated lightly.