The character was originally created and played by Ricky Gervais, and the name David Brent has since become synonymous with a bumbling, under-qualified blowhard.
Locke channelled some serious Brent energy on his latest appearance on Ideal World, making uncomfortably self-deprecating jokes, getting unnecessarily defensive and stumbling over his words — and Twitter let him know it.
Locke seems to be in good spirits about the unflattering comparisons, owning up to them, retweeting one of them and even using them to advertise additional appearances on the shopping network.
Apparently he's also been compared to Alan Partridge, Robbie Coltrane and Richard Madely.
I (or possibly Ricky Gervais, David Brent, Alan Partridge, Robbie Coltrane and Richard Madeley) am/are back on ITV tonight, after midnight @ 00:35. Join me/us there!— Rob Locke (@roblockeontv) February 19, 2020
It wasn't a deliberate parody, but I do channel my inner David Brent on purpose.— Rob Locke (@roblockeontv) March 6, 2020
Hell, even Ideal World TV itself is goading Gervais into a David Brent-off on air.
Watch the clips that have everyone comparing Locke to Brent below.
I'm sorry but this is actually David Brent flogging duvets on Ideal World pic.twitter.com/3mwiV4loUi— Ben (@islandniles) March 5, 2020