First of all, let’s answer the most obvious question: Yes, I was at the gym. I go to the gym sometimes. You don’t get pythons like this by just sitting around eating Cap’n Crunch all day and reading financial copy. Also, there’s a sauna there.
Anyway, I was in this sauna when I came across a copy of Golf Chicago Magazine (apparently there’s a magazine devoted to golf and Chicago) and this awful, terrible headline on a story about Jeremy Roenick, the badass former hockey player.
Blackhawk Down. With Golf. Someone wrote a “clever headline” referring to either the 1993 incident in Somalia in which 18 U.S. service members were killed (along with hundreds of Somali militants and civilians) or the 2001 Oscar-winning film about that incident.
Not only did someone write the headline, someone approved it. And it was published. But maybe the headline writer wasn’t referring to either of those and just meant that this former Blackhawks player is down with golf, as in, Jeremy Roenick is OK with golf. He doesn’t love golf or have a passion for golf. He doesn’t hate golf. He’s OK with it. Best-case scenario: Still a terrible headline.
In general, I’m not a fan of movie references or puns, though I’ve succumbed to the temptation periodically (Game of Thrones!). And this is why. In the very best circumstances, it’s merely lame. In cases like this golf magazine, it’s offensively horrid. If you’re going to use an unrelated pop-culture or historical reference in your headline, at least try to make sure it didn’t involve hundreds of deaths or terrible suffering.