Tag Archives: partners

It’s 2014 – time for World Cuppling!

Here’s a look at the variously clever, risible, audacious and at times just plain desperate attempts by non-official World Cup advertisers to align their products with one of the world’s biggest sporting events, without, you know, actually mentioning it by name.

It’s called World Cuppling. By me, anyway.

First up, Sony. The people who prepared a wraparound for our local newspaper use puns galore to allude to the World Cup. They must be sick as HD parrots to learn that Sony is, in fact, an official sponsor, and that they could have sprinkled magic World Cup soccer dust all over the place.

Next, Panasonic.

A little too subtle, Panasonic? And you spelled the ex-French captain’s name wrong.

Camelot is talking holiday destinations, right? Not a potential fixture in that footie contest

George at Asda. For everything a die-hard England fan won’t be seen dead in this summer.

‘Save’. A football reference. You’ve drawn me in! Small point: How much do I save, exactly? On the wine, for instance? You haven’t said. Are you Costcutter or Copycutter?

Will this do?

Pure quality

This next ad from 3 is actually pretty good. A totally relevant idea, with Kenneth Wostenholme’s famous quote thrown in for good measure (and far from gratuitously). I also like the way it avoids using the phrase ‘World Cup’ without the reader noticing its absence.

Not sure about that ‘whilst’, though.

Seen any examples of World Cuppling? Please send  them to kevincopy (at) gmail.com or leave a link in the comments section. Let’s get behind our Boys and Girls in creative departments up and down the land!

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Filed under Ill-informed advertising observations

Where have all the staff gone?

I used to own a t-shirt emblazoned with the word STAFF. I’d wear it to work sometimes. Ironically, of course.

Then one day I was out of a job and wearing the t-shirt would suddenly have been very ironic indeed.

Was that around the time that the word ‘staff’ started to take on pejorative connotations? Because it seems that today, companies don’t employ staff any more. Well, they do, but they call them something else.

I think the John Lewis group was first. If you work for them, you are officially known as a ‘partner’. There’s a valid reason for this. The company is owned by a trust on behalf of all its employees, who each receive a share of annual profits. The difference between ‘staff’ and ‘boss’ isn’t as clear-cut as it is in most companies.

‘Staff’ doesn’t convey the necessary dynamism required of its staff by McDonalds, so they go by the showbiz-meets-gangland name of ‘crew’.

Mind you, they still get awarded ‘Employee of the month’. (At once, both an achievement and an embarrassment.)

Who else is in on the act?

There are staff entrances, and there are Marks & Spencer ‘colleague’ entrances.


You’ve heard of Team America and Team GB. Meet ‘Team Door’. This is in a nondescript pub in north London.

Call them baps, wraps, subs or snacks, but one thing Subway isn’t famous for is sarnies.

Are these euphemisms used throughout the company, do you think? Does Subway offer its staff ‘Artists’ Discounts’? Do McDonalds staff sometimes go on ‘Crew Outings’? (No.) Would that pub in London apologise for poor service and blame the fact that they’re ‘underteamed’?

While we’re at it, have you ever wondered what happened to ’employees’? Well, they all left at the same time as the staff. In through the revolving door came their replacement, ‘human resources’. The personnel manager was replaced by an OH-SO-SINCERE VITUPERATOR…sorry, was replaced by a well-meaning human resources manager.

Or, more likely, by a whole department of them.

The decline of ‘personnel’ means this sign, from the Royal Festival Hall, clearly needs updating.

Surely ‘Authorised human resources only’?

Any other examples?


Filed under Stuff