The City Beach design agency had just one job.
The surfwear retail chain has rolled out (no apostrophe, ma) new in-store messaging under the caption 'Its Your Life' – sans apostrophe for the contraction of 'it is'. The embarrassment is compounded as the text runs in parallel with a 'Back To School' campaign (main pic).
Weird Al educates (some of) us on apostrophes at 1 min 22 secs.
We don't know how many heads at both retail and agency level signed off on the howler, but we wonder if they're the same ninjas who rolled out this national gem for Myer four years ago:
Myer unleashed a random apostrophe across the nation in its 2011/12 post-Christmas sale.
