Lost in Translation

Gee, We Meant Superfast Wireless

Photographer: Ben Richardson

In the U.K., mobile operator EE has been touting its high-speed, fourth-generation wireless network with the slogan 4GEE.  Close

In the U.K., mobile operator EE has been touting its high-speed, fourth-generation... Read More

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Photographer: Ben Richardson

In the U.K., mobile operator EE has been touting its high-speed, fourth-generation wireless network with the slogan 4GEE. 

International marketing campaigns are a tricky thing. In the U.K., mobile operator EE has been touting its high-speed, fourth-generation wireless network with the slogan 4GEE. It's everywhere: the side of taxis, TV commercials starring Kevin Bacon and plastered all over the tunnels of the London underground.

What's the problem? This week, appearing on a panel show called "8 Out of 10 Cats Does Countdown," Irish comedian Dara O'Briain pointed out that in his home country, "gee" is slang for a very particular part of the female anatomy.

"All over the country there are massive posters with the hashtag 4GEE, and if you're Irish this is hilariously funny," O'Briain said. "4GEE is superfast. Strap in. I'd love to be strapped in 4GEE."

A spokesman for EE had no immediate comment.

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