For those of you who don’t know what the Daily Sport is … imagine the News Of The World ‘newspaper’, Viz magazine, The National Enquirer and 1970’s sad jazz mag, ‘Fiesta’ all rolled into one.
Yes, it’s that bad.
Now many years ago, I actually had them as a client.
I still remember 2 incidents like they were just yesterday …
One was when they told me – totally straight faced – that they had a World exclusive they wanted to make a big deal out of.
“What is it?” I asked with genuine excitement, mainly because I was fed up of having my Father look at me like I had sold my soul to the devil.
Looking me straight in the face, they replied …
“We’ve got photographic evidence of a World War II Bomber on the moon”.
You think they were joking don’t you?
Nope …
That’s right, they ran the most ridiculous story EVER on their front page and added some of the worst photo-shopped pictures in history to boot.
And to make it worse, it sold by the bucketload which only encouraged even more outrageous behaviour … which leads me nicely to the 2nd incident …
For reasons best known to themselves, they organised a naked photo shoot of the World’s fattest woman.
Yes, it was another exclusive.
Anyway, when they told me, I think I said something that went along the lines of …
“What’s wrong with you people?!”
… which they obviously took offence to, because a few weeks later a LIFE SIZED POSTER of the woman in all her nude, layered-flab glory got delivered TO MY OFFICE!
Nice.
And yet, despite all this social ridicule, I still have a soft spot for them … or should I say I did, till I saw this …
It’s not that it’s possibly one of the most sexist pieces of film since David Attenborough’s “Life On Earth” [don’t tell me you fell for his ‘nature’ bollocks!], it’s the fact they resorted to a cheap-yet-blatant rip off the 42 Degree Vodka campaign.
The Sport may not have quality news, journalism or even paper stock … but one thing it has always had in abundance is humour.
Sure blokes like TITS, SPORT and FUNNY SHIT … but I’m disappointed The Sport has seemingly embraced the lowest common denominator of blokedom because when I was working on them, they always seemed to offer a bit more than that.
OK, I accept on first impressions you might not see that … and I’m certainly not suggesting they are highbrow in any way … but they always had a bit more flair and imagination in what they did and to see them resorting to Neanderthal man communication is a little disappointing.
God what am I going on about?
It’s shit isn’t it.
It’s all total and unmitigated shit … so why don’t I just drop the pretence of trying to be deep and meaningful and accept I just wanted to show you a clip featuring the sort of sexist bollocks that passes for high culture in Australia, ha!