It seems that just at the moment that brilliant has passed the ironic tipping point in the U.K., American commerce has decided the time is right to adopt it. Brilliant.
I don’t know. The advert seems to be using brilliant in its more narrow meaning – ingenious or very clever or the result of a moment of enlightenment. It has long been common in Britain and to use brilliant just to mean very good. “Tea? Brilliant.” I only realised some time in my teens (the 80s) that brilliant had a more specific meaning.
To appreciate the depths to which this can be taken, I can only refer you to the brilliant Paul Whitehouse in the brilliant Fast Show:
To my British ear there’s something a bit wrong with both those ads.
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