Time to retire the phrase ‘über-cool’

By wpcomimportuser1 | May 20, 2008 | +

PRASHANT PANJIAR/Livewire Images for Time

This photo, which accompaniesd a disturbing story by Hannah Beech, was taken on the outskirts of Naypyidaw, Burma’s new capital. The billboard is advertising a new hotel–apparently there isn’t much in Naypyidaw but new hotels. In case you’re having trouble reading the words on it, they are:

THE THINGAHA
ÜBER COOL

So I think that’s it. The phrase über cool (and for that matter any other English language phrase incorporating the word über) is now officially over. Use it, and you are supporting the evil Burmese regime. Plus, it’s just über lame.

Related Topics: Economy & Policy

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Dad

But the word “Cool” seems ubiquitous. The Oakland Museum just opened two new exhibitions:
“Birth of the Cool” describes the cool jazz movement, hard edge painting, the new architecture using glass and metal and the molded plywood furniture of Southern California in the 1950′s whereas “Cool Remixed” is what’s cool in Oakland in 2008. TURF dancing, DJing, skateboarding, protecting the environment. I’m brushing up for a tour I’m giving tomorrow.
Justin Fox

The word ‘cool’ is not the issue here, Dad. But I am very impressed at how you’ve found a way to twist this into an advertisement for the Oakland Museum.
Dad

Touche.