Christmas has come early this year for business owners who want to sell their products using any goddamned language they like. Yes, the floodgates of retail profanity have opened in 2017.
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.
Back in July 2015, when I wrote about the spread of “as fuck” and its abbreviation, “AF,” my sightings were limited to tweets, rap-album titles, and small-batch consumer goods sold on Etsy and other online marketplaces. In a comment on my post, “Y” predicted a bigger future for “AF”: “It’ll be co-opted by the mainstream. In fifty years, Modern Maturity will have recipes for Scrumptious-as-Fuck Cupcakes, and Midwesterners will tell their minister that his sermon was def as fuck.”
Fifty years? Try 22 months. That’s how long it took for New York–based FoodKick to launch its cheeky-as-fuck ad campaign in subways and social media.
AF is officially dead AF. pic.twitter.com/u7IqzLNcDH
— Matt Zoller Seitz (@mattzollerseitz) April 9, 2017
Dick Assman, a Canadian gas station owner — yes, Assman the Gasman — has died at 82. He achieved fleeting celebrity in the 1990s when Dave Letterman featured him on the Late Show.
Our new favorite Twitter account: Swear Trek.
Not the weirdest place McCoy woke up. pic.twitter.com/GynSv0b7e5
— Swear Trek (@swear_trek) August 20, 2016
We’ve had yet another month of record-breaking temperatures—and a corresponding spike in Google searches for hot as balls,
a phrase that’s gotten popular as balls (mostly in the U.S.) in the last ten years or so. Although Urban Dictionary has an entry for the phrase from 2001, it became undeniably mainstream five years later during the heatwave of 2006. Lin-Manuel Miranda and Chris “Shockwave” Sullivan created this video in response to the scorching weather that year: Continue reading