Wikipedia says jawn is black vernacular, so it’s possible I never encounter it, but in my 20 years of being in and around the city, I’ve never heard anyone use it. For a city to be known for a term that I’ve never heard someone use, makes me wonder how billboards get created thinking it’s hip.

This reminds me of the Bud Light ad that went haywire using a trans person promoting the beer. The goal of an advertisement is to increase sales. Promoting a personal agenda that the main audience finds unnecessary would not fall into the bounds of the goal. Frat boys and pool parties, the people who used to drink Bud Light, don’t think about the LGBTQ party when they’re…partying. Unless it’s Krystal Boyd and Caprice in a high production scene, the marketing campaign’s agenda is missing its target audience. This is quite similar to using Jawn.

I’ll reiterate, people in Philly don’t know what jawn is. There must be a marketing book that says if you’re advertising in Philly, use jawn, it’ll make your ad relatable to locals. Except for the fact that it makes the ad come across out of touch and annoying to people who live in the city like me. It instantly makes me hate the company using the ad because they’re hiring a douchbag ad firm to create a piece of shit. Now, it’s possible I’m wrong, and there are people of the city who enjoy this lingo, but I doubt it. It comes across like a New Yorker advertised here and I don’t like New Yorkers. Their home is too expensive so they are ruining ours by buying our land. Moving on.

If you want to hit home with Philly use a cheese steak, Rocky, Randall Cunningham, AI, or the Liberty Bell. Wiz wit, that Birds game was sick, are you pregaming at Xfinity, or how dirty is Septa? Stortz Tools is going to get Dr J. to install a metal roof. We’ll see what the people think about that.