Breaking News

Vimpelcom Agrees to Sell 51% of Djezzy to Algeria for $2.64 Billion
Tweet TWEET

Global Tech
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

Close
Open
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.

Bloomberg reserves the right to edit or remove comments but is under no obligation to do so, or to explain individual moderation decisions.

Please enable JavaScript to view the comments powered by Disqus.