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

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus