The new movie Only the Brave tells the true story of a group of firefighters who battled a deadly wildfire in Arizona in 2013. In his review in the Village Voice, Bilge Ebiri writes that “much of the dialogue in Ken Nolan and Eric Warren Singer’s script works at that level of earnest, tough-guy poetry, like a fortune cookie you might find in a vat of Skoal dipping tobacco.” One example Ebiri gives of this tough-guy poetry: “I know you guys are looking for sympathy, but the only place you’re gonna find it is in the dictionary, somewhere between ‘shit’ and ‘syphilis.'”
The GQ article on which the movie is based doesn’t have that specific line, though it does quote some other rough-and-tumble language from Brendan McDonough (aka “Donut”), a young member of the 20-man hotshot fire crew (played by Miles Teller in the film). “The reason we’re so close is you’re fucking put through some shit,” Donut says. But the “shit and syphilis” line is certainly something you could imagine coming out of the mouth of a hardened firefighter. In fact, it’s got a pedigree going back to World War II, with less obscene variations dating back to the nineteenth century.
In the two years since I first wrote about seeing “AF” — the abbreviation for the intensifier “as fuck” — in various interesting places, I’ve kept track of its spread from the fringes to the mainstream, or at least a major tributary of the mainstream, of popular culture. In April of this year, when I noted its use in New York subway advertisements by the food-delivery service FoodKick, I speculated that this was the first time AF had appeared in a commercial context. Well, I was wrong. It wasn’t the first. And it certainly hasn’t been the last.
Have those creepy clowns been terrorizing your neighborhood this autumn? Kick ‘em in the seat of their oversized, particolored pants with this choice insult: assclown. To be sure, I’m certain we can all conjure up some far stronger words for those evil motherfuckers, but let’s have a closer look at this jester jibe.
As far as strong language goes, sausage party is hardly spicy. It’s a mild slang term for a social gathering in which men greatly outnumber women, usually expressed with a sense of bro-ish disappointment by its male members, er sausages. But a new adult computer-animated movie, Sausage Party, is getting a big rise out of its ham-handed innuendo.
It’s wink-wink-nudge-nudge all the way down with these new ads, one circulating in San Francisco, the others in U.S.-wide distribution.
The San Francisco ad, which I spotted on the side of a Muni bus, is for CUESA, the Center for Urban Education about Sustainable Agriculture, which operates several huge farmers’ markets each week in San Francisco and Oakland. The ads are meant to persuade shoppers to embrace less-than-supermarket-perfect fruits and vegetables.