Campaign Diary: Sunday Times puts a ban on the arse word

Who’d have thought it? The Sunday Times being all humourless and po-faced? Mais non.

Who’d have thought it? The Sunday Times being all humourless and

po-faced? Mais non.



Travis Sennett Sully Ross was booking a new campaign for Air New Zealand

into the pages of various quality broadsheets recently. The ad was

headlined with the word ’Smartarse’ and bore the message: ’The only

comfortable economy class seat in the air.’



All the papers were happy running it, including the Times which carried

the ad the day before, but the Sunday Times insisted that ’arse’ wasn’t

a Sunday Times word. The solution? The infinitely more acceptable

’Smartass’ (because ’ass’ is a completely different rude part of the

anatomy from ’arse’, stupid).



No doubt the paper would have vigorously denied that it was making a

’dick’ of itself.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).