I recently saw an advert promoting Gateshead College, its in most of the Metros stations around Newcastle/Gateshead and you may have seen it.
The advert is of a guy dressed in football gear kicking what appears to be a car tyre, and the advert is promoting the new Academy for Sport at Gateshead International Stadium.
Except, nobody (it seems), apart from me has noticed the irony (or subtext) of the picture.
The picture is of a guy kicking a tyre; hence a “tyre kicker” (which in sales terms is a person wasting time)… I know Colleges are seen as a “waste of time”, but that advert really just takes the biscuit.
It seems the advertisers didn’t see the subtext/irony of the advert.