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.