KC Green, the artist behind the widely known “This Is Fine” meme, says an artificial intelligence startup called Artisan used his drawing in a paid Subway advertisement without asking. Green posted the accusation online and told his followers to deface the ads whenever they see them.
The meme's creator and his work
Green created the comic strip in 2013. It shows a dog sitting in a room engulfed in flames, saying “this is fine.” The image became one of the internet’s most recognizable reactions to absurd or disastrous situations. Green has retained the rights to the artwork and has licensed it for commercial use in the past.
The alleged unauthorized ad
According to Green, Artisan — a company that builds AI-powered sales tools — ran a Subway ad campaign featuring his “This Is Fine” dog. He claims the company did not obtain a license or his permission to use the image. Green did not specify which Subway locations carried the ad or how long the campaign ran. He also did not indicate whether he plans to take legal action.
Instead, Green urged his social media followers to vandalize the ads on sight. “If you see these ads, destroy them,” he wrote. He did not provide further instructions or clarify what form of vandalism he expects. The call to action has spread online, though it is unclear how many people have acted on it.
Artisan has not publicly responded to the accusation. Subway, the sandwich chain that ran the ad, has not commented either. The dispute leaves the question of copyright and consent in AI-era advertising open — and a set of sandwich-shop posters possibly at risk of being torn or scribbled on by meme fans.
