Comedian Steve Coogan as Alan Partridge

The character Alan Partridge if you're interested. The joke is that a conservative attempt at creativity is doomed at the start to be lame.

The video was posted in a discussion responding to this article about Anucha Saengchart in Indonesia, or some place with squiggly writing that takes a thousand squiggles to write Coca-Cola, whereby he makes cosplay costumes on the cheap and posts the results to Instagram. They're made for the camera, for a single photograph, they're too inept to perform as an actual costume, and that's what makes them so funny. He copies a photograph with makeshift elements to varying degrees of success.