This poster's been up on Commercial Rd for a short while - it's promoting a new E4 comedy set in a phone shop. I think it's called "Phone Shop", or something. Anyhow, I couldn't help but get massively annoyed by the garbage that is the slogan "Kiss my contract".
So annoyed, indeed, that I felt I had to take a photo on my phone, then plug my phone into my computer and transfer it across onto my hard drive, and from there upload it onto the internet so that I could share my annoyance with you, right now, on this blog.
I'm assuming (although, to be fair, I can't be certain) that it's some kind of a bizarre play on the well-known young people's insult, "Kiss my arse".
But I'm aware that, by making that assumption, I'm doing the copywriter a massive favour, because in reality, the phrase "Kiss my contract" is pure gibberish nonsense that means nothing, and has no humour attached to it.
Picture the scene. It's 5:30 on a Friday. You're at a marketing agency. There's panic in the air because, oh shit no, we forgot to finalise the copy for the "Phone Shop" posters. The creative team gathers around a table. We need something that reflects the show, that speaks to the target audience, that is funny and irreverent. An intern pipes up, "we could make it insulting - the show has loads of insults in it". All agree, this is a great idea...but how can we make an insult relate to the content of the show - mobile phones? And then, from the corner of the room, out of the shadows, comes a voice - the voice of the stupidest, most lazy fucking copywriter you've ever met. "Kiss my contract?"
4 comments:
I agree. It ranks for dumbness with the Sky Arts campaign which seemed to imply that "Arts" = looking down dancers' cleavages.
And what, pray tell, is wrong with looking down dancers' cleavages Peter? Agree with the overall sentiments though, turgid ad with some fairly lazy copy.
I would say its also a rip off of Alan Partridge 'Kiss my face...'? Either way when I saw it, I read it in an Alan Partridge voice. The show looks wank anway, especially if it has to have a catch phrase/funny wig sort of angle...
So glad this page exists. I was also infuriated by this poster and how utterly shit the slogan was, to the point that I googled it in the hope that other people had noticed how shit it was. Thank you for not disappointing. Like Cally I also assumed they were ripping Partridge off. In fact, I'm pretty sure in that episode of Alan Partridge where he says "Kiss my face", it's after he's been offered a new contract isn't it?
Utter arse-cleft this show. The highlight of the trailer for it is:
"You can't go around calling yourself a doctor if you aren't actually a doctor"
"Try telling Dr. Dre that"
That quality comedy nugget has also been ripped off
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