When I first saw this dreadful advert, in all honesty I didn’t pay any attention to it all, what with how cheap and bland it is. However, when I did finally notice it, I saw the mistake and thought it was hilarious. Signs and billboards all over London, some massive, had a huge glaring error on them. Amazing.
Of course I subsequently discovered that the man on the poster is José Mourinho, wealthy enigmatic football managing git. And that mistake is actually to do with his slightly imperfect grasp of the English language.
So it’s not a typo, it’s a direct, genuine, unaltered quote. Reproduced in full*.
So it’s all right then isn’t it? Good ole José with his charmingly endearing, but not quite right sentences. He’s a good, well known football manager, and therefore, by associating themselves with him, this company, Henderson's, can trade on his credibility and claim themselves to be the other ‘Special Manager’. Awesome innovative concept eh?
Of course everyone knows who José Mourinho is, don’t they? I mean, surely there’s no one else like me who doesn’t know who this man is and is going to think that this supposedly professional company has seriously f****d up their advert. No one could possibly think that.
It’s also a really good idea to highlight the fact that someone who is endorsing your business may not have the most perfect grasp of the language. After all, no one ever gets irritated when you point out their mistakes. Especially when they’ve taken the time to learn the language of a country where most people don’t even take the time to learn a foreign language.
But it’s good old José; and this is one of the things we know and love him for. These little language mistakes are so endearing, and this advert certainly isn’t patronising him at all.
And there’s no possible way that anyone looking at this mistake might find a second meaning in the phrase ‘special manager’. As it’s highlighted in red, the word doesn’t stand out any more than any other does it?
Let’s just hope they’re better with numbers…
* It’s just occurred to me that someone may have actually written this for the advert, rather than taken it as a direct quote. The mistake may actually have been intentional.