While there is a growing body of scholarship on the neoliberal content of global English textbooks, the ways in which these commercial materials come to life in teaching and learning practices are still under researched. Drawing on a critical ethnographic account of two English courses for unemployed students in a private language school in Serbia, this paper examines the beliefs and actions of teachers and students in regard to English language education and the global textbooks they use. The results suggest that many views about the English language courses and their textbooks in this case study are deeply shaped by the broader socioeconomic context of neoliberalism. Furthermore, the neoliberalism featured in the textbook motivates students to learn English and to transform themselves into suitable citizens and workers for the current economic order. In this way, the global textbook becomes one of the many tools that neoliberalism uses to reproduce itself. This paper argues that the present state of affairs is not an inevitable and desirable one and calls for implementing alternative approaches to the dominant neoliberal conception of English language education.