My favorite gag from Idiocracy is the evolution of the name of the restaurant chain Fuddruckers over the course of the 500 years Joe and Rita are in suspended animation. By the time we catch up to them 500 years into the future it’s just plain old Buttfuckers.

Over the course of the last decade, people have liked to point out the parallels between the America of the film and the one we’re currently suffering through. And while I don’t think Starbucks will be offering handjobs in my lifetime, advertising does seem to be headed in a Buttfucking direction.

A few weeks ago I saw “ass” on a billboard. It wasn’t a picture of a butt, but the word “ass” spelled out. No asterisks or dollar signs, just A-S-S in big bold letters for all the world to see. It wasn’t graffiti either. It was part of the advertisement someone paid to plaster up there. I was genuinely taken aback.

Don’t get me wrong, I’m no prude. I’ll drop f-bombs around your children, I don’t give a fuck, but there’s something about seeing profanity, no matter how mild, in advertising. Mens grooming products use the word “balls” and I’ve even seen “shit” used in ads, albeit a censored version of the word, and I have to say, I don’t like it. Does class not sell anymore? Does everything have to be a joke now?

I fear we’re too close to the Charmin bears straight up wiping their asses and showing us how much shit they collected on their toilet paper. Why do brands want to be associated with such crass and let’s be honest, trashy messaging? Yes, a bidet is technically a shower for your butt, but does that need to be printed on the box? I would argue that it doesn’t.