Lacks Luster

Spotted in Los Angeles International Airport (LAX):

 

Note the dishevelment of that sign and the way it's positioned off to the side. Also note the cheesy photo and hideous typeface. And the painful pun. And the wince-inducing appropriation of already outdated hipster slang.

Then there's the sheer mendacity of it. LAX, which is in a perpetual state of repair and rebuilding, is one of the least relaxing airports I've ever been in.

I usually book my Southland travel through Bob Hope International Airport, a k a Burbank. Now that's a relaxed airport. Torpid, even. In most respects, BUR is undistinguishable from a Trailways bus station. It's so old-school it doesn't even have jetways; you can disembark through the rear doors of the airplane and sprint across the tarmac, pretending you've time-traveled back to the pre-TSA era.

But I've digressed, and now I'm going to do it again. The RE:LAX sign reminded me of a license-plate frame I'd seen in the Bay Area about a year ago that read "LAX LOVER." I had two reactions, almost simultaneously:

1. Someone likes L.A. International enough to buy a license-plate frame proclaiming his affection?

2. Someone is advertising his deficiencies in the sack?

Then a Twitter pal gently informed me that "LAX" is an abbreviation for lacrosse, and that the driver is probably a proud team parent. Oh. Never mind.

___

I haven't been able to find out which agency is responsible for the RE:LAX "It's All Good" campaign. Can anyone enlighten me?

Comments

[Tracey Taylor]

I just saw this license plate in Berkeley -- land of the personalized license plate and corny bumper sticker -- HIYAKIDS. But the bottom of the letters was shaved off by the plate holder so my older son read it as HITAKIDS. (Hit ya kids). Love it.