In a classic demonstration of the Streisand Effect - the spectacular backfiring of censorship that generates publicity far in excess of original fears - an attempt to gag South African carrier Kulula's don't-mention-the-Cup posters has simply spurred it to prod the sleeping dragon again, but this time with a bigger stick.
Kulula has been banned from featuring just about anything to do with football on its promotional material, a prohibition whose greatest impact appears to have been to force people to look up 'vuvuzela' in the dictionary*.
It's certainly done little to curb Kulula's cheek, because the airline has knocked up another poster which brazenly draws attention to 2010 - 'Not next year, not last year, but somewhere in between' - and pictures various objects pathetically masquerading as non-football paraphernalia. As well as an image of the 'Storms River Suspension Bridge' that looks nothing like the real thing but a lot like the Moses Mabhida Stadium for the World Cup. Which, unlike Kulula, I'm still allowed to mention.
* I'll save you the trouble, it's one of these