Lost

Mobile phone company Helio ("Don't Call Us a Phone Company") has a new billboard near one of the San Francisco on-ramps to the Bay Bridge. It reads:

Lose your lost.

I think this has something to do with Helio's GPS add-on, but at freeway speed all I could think was ...

Lose my WHAT?

I mean, I have a bad sense of direction, but I've never called it "my lost."

Maybe this slogan is a direct descendant of Seagate's "Your On" tagline. I have an on; now I have a lost. Perhaps I can have an in with someone who can get me a found. Or a won.

Or maybe this Twitterer was on to something when he pointed out that Helio's slogan is a homophone for "Lose! You're lost!"

Comments

[Jessica]

Maybe it's just me (probably) but I'm more likely to respond to an ad with a clever play on words than one that looks like a truncated or misspelled text message. But I guess once again, the target demographic is not the curmudgeonly, overeducated middle-aged woman.