Q:

Why do I keep seeing "I Hate Steven Singer" on billboards?

A:

The "I hate Steven Singer" billboards are part of a humorous advertising campaign for Steven Singer Jewelers of Philadelphia, Pa. The phrase is also used in radio ads. The catchphrase featured on the billboard was uttered by a male customer of the jewelry store, who made the offhand remark after informing Mr. Singer that the diamond ring he bought his wife resulted in a new baby.

Billboards featuring the phrase "I hate Steven Singer" appear along large roads in Philadelphia. The simple billboard design depicts the intriguing slogan in scratchy white lettering against a black background. A URL for the company's website appears directly below. The billboard bears a striking resemblance to handwriting on a school blackboard. When the billboards first appeared, many thought they were the work of a vengeful woman.

The billboard's irreverent humour is aimed at a younger male audience. The company sponsors chicken wing eating contests and claims one of its stores is the site of the world's largest bubble bath. These are of a piece with the company's fun, irreverent image. There is even an "I hate Steven Singer" race car that competes in NASCAR Nationwide Series events. Although Steven Singer's unusual embrace of negative wording in his billboards has won fans, the billboards has caused some confusion among the general public.


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