The Bay and the Goat
The Bay downtown has banners up reading “Soyez la chèvre” – apparently a translation of “Be the GOAT“.
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Kevin 15:45 on 2023-03-30 Permalink
I can’t decide if it’s a deliberate mangling (chef/chevre/goat), a deliberate fuckup (all press is good press), or just ignorance.
Thomas 16:01 on 2023-03-30 Permalink
It’s almost certainly a pun playing off the recent usage of G.O.A.T. and the idea of the mountain goat, the latter of which is pretty common in the world of outdoorsy mountain gear and apparel.
Sadly puns are often hard to translate, and silly banners are part of the price we pay for trying to have the least amount of English possible in Quebec.
Spi 16:23 on 2023-03-30 Permalink
People are just reading too much into this, the source ad campaign from Columbia Sportswear (which is visible on their website) references an actual goat and their ability to climb any terrain, not to the often used sports acronym. The phrasing is awkward in French but it wasn’t exactly eloquent in English either (be the goat)
https://www.youtube.com/watch?v=Jp5MzqP0iyI
Blork 17:26 on 2023-03-30 Permalink
My spies in the youthful communities assure me that kids these days (kids these days!) actually use “chevre” the way we use GOAT. It’s a very recent thing, and is used sort of ironically. So at first glance this is a bad transliteration, but in fact it is fully on point.