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production. Foreign Italians,

3:27

please kill me.

3:44

The movie Die Hard With A

3:46

Vengeance hit theaters in 1995. It

3:51

would be the third of five movies in the

3:53

Die Hard franchise. Some movie sites

3:55

say it's the best of the sequels. The

3:58

original 1988 movie was a hit. Die Hard

4:00

film, which many consider a classic,

4:03

made Bruce Willis an action star.

4:06

In the movie, Willis played detective

4:08

John McClain. While he

4:11

didn't have the chisel physique of

4:13

Arnold Schwarzenegger or Sylvester Stallone, Willis

4:16

brought something else to the party. He

4:18

was a smartass, and he

4:20

was funny. This third

4:23

sequel had two key connections to the

4:25

first Die Hard film. National

4:28

director John McTiernan returned to direct.

4:31

And the diabolical bad guy

4:33

named Simon Gruber has a

4:35

personal grudge against John McClain.

4:38

The reason is revealed later in

4:40

the movie, hence the

4:42

subtitle, With a Vengeance. The

4:48

movie begins with an early morning

4:50

explosion at a store in downtown

4:52

Manhattan. The

4:56

NYPD receives a call from

4:58

someone named Simon, who claims

5:00

responsibility for the explosion. Simon,

5:03

played with icy perfection by

5:06

Jeremy Irons, threatens to

5:08

detonate other bombs in the city unless

5:11

detective John McClain undertakes

5:13

a number of specific

5:15

tasks as dictated by Simon.

5:19

It dawns on everyone that Simon

5:21

has taken New York hostage in

5:23

a deadly game of Simon Says.

5:27

For the first task, Simon demands

5:29

that McClain go into the middle

5:31

of Harlem wearing a sandwich board.

5:35

Simon only gives the NYPD a few minutes

5:37

to get there, or he will

5:40

detonate another bomb. McClain

5:42

is to be dropped off with the

5:45

sandwich board, and there are to be

5:47

no other police within four blocks. The

5:52

police rush John McClain to Harlem.

5:55

He is stripped down to his boxer shorts,

5:57

and a sandwich board is strapped onto a

6:00

his shoulders. The sign,

6:02

as dictated by Simon, has a

6:04

specific message on it. A

6:07

racist message. Just

6:09

before a gang of young black men spot him,

6:11

a Harlem shopkeeper comes to

6:13

his rescue. His

6:15

name is Zeus Carter, played

6:17

by Samuel L. Jackson. He

6:20

doesn't know what to make of McLean at

6:23

first, or the fact he's wearing this very

6:25

offensive sandwich board in the middle of Harlem.

6:28

Just as the gang spots his sign,

6:30

McLean explains the situation to Carter.

6:42

As the gang starts to beat McLean up, Carter

6:54

suddenly commandeers a cab.

6:57

He and McLean jump

6:59

into it, and the

7:02

cab squeals away. It's

7:05

an important opening scene, as

7:07

it introduces Simon and his

7:09

lethal game, and it

7:11

introduces McLean to Carter, and the

7:13

two of them become unwitting partners

7:15

as they try and save New

7:18

York from more bombings. That

7:25

sandwich board prop was an interesting

7:27

choice to set the movie in

7:29

motion. When shooting that

7:31

scene, the filmmaker sent Willis into

7:33

Harlem with the sandwich board, except

7:36

the sign actually said, I hate

7:38

everybody, instead of the

7:41

racist epithet you see in the movie.

7:44

The offensive statement was added

7:46

later in post production with

7:48

CGI. But both

7:50

versions of the sandwich board were

7:52

eventually used. When The

7:54

movie was shown internationally, and when it

7:57

was shown on television, the original I

7:59

Hate Everybody. Buddy message was used,

8:01

but when rented or streamed, the

8:04

racist statement appeared on the sandwich

8:06

board. The flexibility of

8:08

the sandwich board allowed the filmmakers

8:10

to soften the confrontation. Or

8:13

wrap it up depending. On where

8:15

the movie is being shown. Me

8:25

sandwich boards have a long history

8:27

in the world of marketing. As

8:30

a matter of fact, they are

8:32

one of the oldest forms of

8:34

advertising. How they came to be

8:36

known as sandwich boards is an

8:38

interesting story, and almost two hundred

8:41

years later, they still used today

8:43

because they are cheap, portable, and

8:45

flexible. They can make you laugh,

8:47

they can make you think, and

8:49

sandwich boards can sometimes get you

8:51

in trouble. Murmurs.

9:09

Sandwich board advertising has a long

9:12

and bumpy history. Our research tells

9:14

us that sandwich boards were first

9:16

used in Great Britain as far

9:19

back as the early eighteen hundreds.

9:21

Advertising grew rapidly in the nineteenth

9:24

century. Believe. It or not,

9:26

cities were already cluttered with

9:28

advertising. Back then, ads for

9:30

merchants smothered virtually every available

9:33

space in London. Armies of

9:35

shockers would roam the streets,

9:37

drawing ads on walls, sidewalks,

9:40

and street surfaces with colorful

9:42

chalk. Bill posters

9:44

would piece paper as to blank

9:46

walls, windows and empty shops, fences

9:48

and pulls. It said that Bill

9:50

Posters could code a beer wall

9:52

with ads from grounded chimney. Overnight.

9:57

ads were hung on horse carts Advertisements

10:00

crammed newspapers and the first

10:03

giant hand-painted billboards towered over

10:05

busy streets. Then two

10:08

things happened. The war

10:10

for existing advertising space escalated

10:13

and an advertising tax was levied

10:16

by the government. Those

10:20

two problems led merchants to think of other

10:23

ways to get their messages out to the

10:25

public. And from that was born

10:27

the sandwich board. Merchants

10:30

would hire people to walk up and

10:32

down the streets wearing placards that advertised

10:35

their goods and services. These

10:37

hired hands would dress up in

10:39

eye-catching clothing and hang the

10:42

advertising boards over their front and

10:44

back held together by straps that

10:46

crossed their shoulders. They

10:49

were ambulatory advertisements and they

10:51

weren't subject to taxation. In

10:54

the bigger cities like London and New

10:56

York a walking sandwich board could be

10:58

seen by as many as 50,000 people

11:02

a day. Sandwich boards

11:04

became so popular sandwich employment

11:06

agencies sprung up. But

11:10

why are they called sandwich

11:12

boards? You may be

11:14

thinking it's because so many restaurants used them.

11:17

Not so. The origin of

11:19

the term belongs to

11:21

Charles Dickens. Dickens

11:26

is credited with coining the

11:28

term sandwich man. He

11:31

took one look at these new walking

11:33

advertisements and described them as quote a

11:36

piece of human flesh between two slices

11:38

of paste board. Over

11:41

time sandwich man morphed into

11:43

sandwich board. As

11:45

an advertising medium the flexibility of sandwich

11:48

boards made them very popular at the

11:50

turn of the century. I

11:52

always say the 1920s were the heyday

11:55

of the advertising industry. Money

11:57

was flowing. The medium of radio

11:59

emerged. and advertisers can now

12:01

send their goods across the country on

12:04

trains. With

12:06

that, branding was suddenly required,

12:08

and advertising agencies began popping

12:10

up everywhere to handle the

12:12

surge of business. But

12:15

as advertising became more sophisticated during

12:18

that decade, sandwich boards

12:20

fell out of favor until

12:23

the Great Depression hit.

12:30

When the stock market crashed in 1929, a

12:33

severe economic downturn crippled countries

12:36

around the world. Construction

12:38

virtually halted, crop prices fell by

12:40

60%, international

12:42

trade fell by 50%, and

12:45

thousands upon thousands of businesses shut

12:47

their doors. With

12:50

widespread unemployment, the public scrambled

12:52

to find work. In

12:55

this lean and austere time, advertisers

12:57

pivoted to messages of thrift

13:00

and patriotism. With

13:02

that, sandwich boards made a

13:04

comeback. They were an

13:06

inexpensive advertising option for businesses that

13:08

were squeaking by and

13:11

hiring sandwich men was cheap. Much

13:14

iconic imagery from the Depression shows

13:16

people walking the streets with sandwich

13:18

boards, either advertising a

13:20

merchant's wares or advertising

13:23

their own availability for work.

13:35

A newspaper article from 1931 said, Scratch

13:39

a sandwich man and you'll find a

13:41

showman. Back then, Charles

13:44

Henry Buckman was known as the most

13:46

famous sandwich man in the world. He

13:49

was an ex-circus barker, an ex-boxing

13:51

manager, author and

13:53

presario, cowboy and cattle rustler.

13:56

He knew how to attract attention.

14:00

Buckman would don high-class evening clothes and

14:02

walk around the theater district of New

14:04

York. He had a

14:06

well-manicured goatee and a finely waxed

14:08

mustache and wore a top hat

14:10

at a rakish angle. Buckman

14:13

was indeed a showman. As

14:16

he walked through the crowds on Broadway with his

14:18

sandwich board, he would

14:20

press a tiny button hidden in his

14:22

pocket and pink lights would pop on,

14:25

illuminating the slogan of the advertiser

14:27

he was proudly sporting on his

14:29

sandwich board. Buckman

14:32

was well aware of the spectacle he caused

14:34

when pressing that tiny button. He

14:37

was famous and became one of the

14:39

city's walking attractions. Another

14:41

sandwich man who also got a lot of attention

14:43

in the 1930s was named James

14:46

Finch. He stood seven

14:49

feet six inches tall and weighed 678

14:51

pounds. He

14:53

wore size 14 shoes and

14:55

a coat estimated at size

14:58

70. Finch also

15:00

sported the largest sandwich boards, as

15:02

you can imagine. He earned

15:04

$12.50 a day parading in front of local stores. Around

15:12

the same time, newspaper headlines in

15:14

the city of Detroit said that

15:16

police had seized 80

15:19

nude photos and one sandwich man.

15:22

Apparently, the sandwich man had a

15:24

picture of a nymph cavorting on

15:26

his front board and a

15:28

photo of two nude figures dancing

15:31

with tambourines on his rear board.

15:34

The sandwich boards were advertising

15:36

theaters showing quote nudist motion

15:38

pictures. Police

15:41

arrested the sandwich man, insisted the

15:43

theaters take down indecent photos from

15:45

their windows, but the movies

15:47

were deemed okay by the police chief.

15:58

Sandwich boards were a big part of the city's of the

16:00

Civil Rights Movement of the 1960s. In February of

16:02

68, 1,300 African-American sanitation workers

16:08

in Memphis, Tennessee began a strike

16:10

to demand better working conditions and

16:13

better pay. Many

16:15

of the strikers wore sandwich boards that

16:17

said, I am a

16:19

man, demanding that they

16:21

be treated with dignity. The

16:24

strike would eventually draw Martin Luther King

16:26

Jr. to the city to deliver his

16:28

last speech, I've been to

16:31

the mountaintop. The sandwich

16:33

signs became a rallying cry for

16:35

the movement. While

16:42

sandwich boards have had some meaningful moments

16:44

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16:46

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this day and age, the 200-year-old

18:39

medium of sandwich boards is still

18:41

heavily in use. They

18:43

have been used in many strike situations,

18:46

with workers walking to picket lines wearing

18:48

sandwich boards. Even the

18:50

striking Hollywood writers and actors recently

18:52

supported them. In

18:54

most downtown areas, sandwich boards

18:57

have been transformed into static

18:59

advertising signs. Also

19:01

referred to as A-frames, these tent-shaped

19:03

boards are rarely carried by people

19:06

anymore, but rather placed

19:08

on sidewalks outside of stores and

19:10

restaurants. While they do

19:12

generate awareness, they also create a

19:14

lot of angst and a bit

19:16

of an obstacle course for pedestrians,

19:19

leading many cities to try

19:21

banning them. Niagara-on-the-Lake

19:26

banned sandwich boards on its main

19:28

dreg in 2012, then lifted the

19:32

ban during the pandemic to help

19:34

struggling businesses, then reinstated

19:36

the ban in April of

19:38

2023. In 2018, an

19:41

Ottawa man got three dozen real estate

19:44

signs removed from his neighborhood when

19:46

he discovered the signs violated size

19:49

and location bylaws. Toronto

19:51

has been dealing with illegal sandwich

19:53

signs for decades. According

19:56

to the city, business owners must

19:58

purchase a permit to display a sandwich. sign.

20:01

They must have a registered business, a

20:03

site plan, a photo of the

20:05

sign, proof of $2 million in

20:07

liability insurance, and must pay an

20:09

annual fee of around $120 plus

20:11

HST. Nobody

20:16

does it. And the city

20:18

doesn't have the resources to police the

20:20

situation. The

20:22

city of Dublin Ireland banned sandwich

20:24

boards only to discover pub

20:26

owners resorted to wheeling big beer

20:28

barrels out onto the streets instead.

20:31

And now the city has to crack

20:33

down on beer barrels. In

20:35

London England, birthplace of the sandwich

20:38

men, the city banned sandwich

20:40

signs in the West End Theatre District in

20:42

2008, calling them

20:44

cheap and ugly, saying, this

20:47

is a world-class city, not

20:49

a junkyard. But

20:51

bylaws and bad press have not

20:54

stopped the proliferation of sandwich boards.

21:05

Shop called Big Star Sandwich in

21:07

New Westminster, BC used a clever

21:10

sandwich sign to attract not only

21:12

free publicity, but a big celebrity

21:14

too. The owners

21:16

knew that actor Liam Neeson was in

21:19

town filming a movie called Cold Pursuit.

21:22

So they placed a sandwich board outside

21:24

their sandwich shop that said, Liam

21:27

Neeson eats here for free. Neeson

21:30

was apparently filming nearby and

21:33

couldn't resist. So

21:35

Neeson used his very particular set of

21:37

skills and brought some of the crew

21:39

over to enjoy some sandwiches. It

21:42

was a great photo opportunity and

21:45

a big social media post. The

21:47

two owners posed with the movie star beside

21:50

the sandwich sign. Clearly

21:52

Liam Neeson had been taken with

21:55

the message. A

22:03

pub in East London was once broken

22:05

into overnight. The next

22:07

day, the owners put a sandwich board out

22:10

front that said, This pub

22:12

is so good, someone tried to get

22:14

in eight hours before we open. The

22:17

media picked up on it and the pub got

22:19

a lot of free press and promotion. A

22:23

cheese shop sidewalk sign said,

22:26

Sweet dreams are made of cheese. Who

22:29

are we to dis a Brie? A

22:32

sandwich board outside a Niagara on the Lake

22:34

wine bar said, Roses are

22:37

red, wine is also red, poems

22:39

are hard. A

22:42

restaurant sign nearby said, Eat here or

22:45

we both starve. A

22:47

sign outside a liquor store said, Buy

22:50

your mom some gin, You are the

22:52

reason why she drinks. Hm harsh.

22:55

A coffee shop sandwich board said,

22:58

One small coffee, five dollars. One

23:01

small coffee please, three dollars.

23:04

Hello, I'd like one small coffee

23:06

please, a dollar seventy five. Clearly

23:09

manners got you a discount. The

23:12

sandwich board was uploaded to social media and

23:14

viewed 1.8 million times. Another

23:19

sandwich sign had two yellow stickies on it.

23:22

One said, Welcome to our bar. The

23:25

second sticky said, We're out of chalk.

23:29

A sign outside a workout facility said,

23:32

You've got cute feet. Want to see them?

23:34

Sign up. Still

23:37

another restaurant sign touted its

23:39

Trump sandwich. White

23:41

bread full of baloney with Russian dressing.

23:44

Small pickle. I look

23:46

forward to your cards and letters. missing

24:00

from the Rogue Coffee Shop in

24:02

uptown St. John, New Brunswick. The

24:05

staff looked everywhere, but couldn't find it.

24:08

Then the manager pulled the security tape

24:10

from a camera pointed at the shop's

24:12

front door. He discovered

24:14

footage of a man stealing the sign early

24:16

in the morning. So

24:18

the manager took a screencap of

24:20

the perpetrator and posted it on

24:22

the Rogue Coffee Shop Facebook and

24:24

Instagram pages. The response

24:27

was immediate. Numerous

24:29

people recognized the culprit. Then

24:32

the coffee shop received a message saying

24:34

the sandwich board was at a restaurant

24:36

on the other side of town. So

24:39

the manager drove over to the restaurant

24:41

and spotted his sandwich sign through the

24:43

window, but the restaurant was

24:45

closed. So the manager decided

24:48

to have some fun instead of

24:50

calling the police. The

24:55

Rogue Coffee Shop gathered some coffee, some

24:57

cups, a table and chairs, and created

24:59

a little pop-up shop right

25:01

in front of the restaurant. Then

25:04

they began to video the event and

25:06

put it live on Facebook with the

25:08

hashtag free the sign. Soon

25:12

customers started showing up to buy a

25:14

cup and support their favorite coffee shop.

25:17

A little while later, two people came

25:19

to unlock the restaurant. Neither

25:21

was the guy caught on camera, but

25:24

the Rogue Coffee Shop manager demanded his

25:26

sign back and the

25:28

two employees had no choice but to return

25:30

it. The entire exchange

25:32

was captured on video. As

25:35

a local news website later said,

25:37

the restaurant got a little taste

25:40

of Rogue Justice. Sometimes

25:50

sandwich boards can stir up a little trouble. A restaurant in

25:52

Charlottetown, PEI put a sandwich board out front that

25:55

asked How

26:00

do you tell if a Newfoundlander is gay?

26:03

The punchline? If he eyes

26:05

the buys. It

26:07

was a play on the traditional Newfoundland and

26:09

Labrador folk song titled Eyes the Buy. The

26:13

sign caused quite a stir on social media,

26:15

and the restaurant owners were

26:18

called homophobic. As

26:20

it turns out, the restaurant is owned by

26:22

a gay couple, and the

26:24

line was coined by the restaurant's transgender

26:26

cook. The sign had

26:29

been created during Pride Week in Charlottetown,

26:31

and the owner said it had gotten nothing

26:33

but positive comments, and many gay

26:36

couples took photos of the board and stopped

26:38

by for a bite. The

26:40

trouble started when some of those

26:42

photos went viral. The

26:45

owner said they weren't trying to offend anyone,

26:47

they just wanted to make people

26:49

smile. Sometimes

27:00

sandwich boards have another function

27:02

other than marketing. A

27:04

San Francisco man was found guilty

27:07

of stealing mail. The

27:09

court sentenced him to jail time

27:11

and one other unusual form of

27:13

punishment. He was ordered

27:15

to stand outside his neighborhood post office

27:17

wearing a sandwich board that said, I

27:21

stole mail, this is my

27:23

punishment. The judge

27:25

said the convicted man needs to

27:27

understand the disapproval society has for

27:29

this kind of conduct. The

27:31

man appealed the case, saying

27:34

that wearing a sign in public

27:36

amounted to humiliation. The

27:39

Ninth Circuit Court of Appeals agreed,

27:41

saying the shaming could put him on

27:43

a path of rehabilitation. The

27:46

ruling was upheld. Wearing

27:49

sandwich boards as punishment is nothing

27:51

new, and have been

27:53

meted out to drunk drivers, thieves and

27:55

even corrupt police officers. The

27:58

idea being the fear of public violence. humiliation

28:00

might prove to be a

28:02

powerful deterrent because jail time

28:04

and fines clearly aren't

28:07

working. A

28:14

few years ago a man showed up

28:16

on a busy street corner in Manchester,

28:18

England, wearing a sandwich board.

28:21

He was only wearing shorts and a t-shirt.

28:24

The message on his sandwich board said,

28:27

I'm so sorry I lied. Reports

28:30

say he stood out in the chilly evening for

28:32

more than an hour. Eventually

28:35

a woman appeared. They

28:37

had an intense conversation for about half an

28:39

hour, then walked off together.

28:42

Either she had made him wear the

28:44

board as punishment, or he

28:47

had used the sandwich board to butter

28:49

her up with an

28:51

apology. Years

29:01

ago I was working at an advertising

29:03

agency and we had a restaurant as

29:05

a client. It was

29:08

situated upstairs from street level so

29:10

it had low visibility and needed

29:12

more traffic. As

29:14

we contemplated doing a radio campaign, some

29:17

print ads and a billboard, the

29:19

creative director paused and said, why

29:22

don't we just do a sandwich board? It

29:25

seemed almost laughable. It was

29:27

so low-tech.

29:30

But guess what? That little sandwich

29:32

board generated a lot of customers for

29:35

that restaurant. We couldn't deny

29:37

its power. Sandwich

29:40

boards have survived for 200 years.

29:43

In the age of ad blockers,

29:45

sandwich boards suffer no filters, no

29:47

ad skipping, and no remote control

29:49

fast forwarding. All you

29:51

can do is close your eyes and

29:54

hope not to trip. Someone

29:56

recently said sandwich boards are the

29:58

pop-up ads of the the physical

30:00

world. In

30:03

an era of expensive media

30:05

advertising, amusing sandwich boards are

30:07

rewarded with likes, social media

30:09

posts, and photo ops, resulting

30:12

in a lot of free

30:14

advertising. Sandwich boards

30:16

can attract customers, they can support striking

30:18

workers, they can make you smile, they

30:21

can get you in trouble, they can

30:23

act as punishment, and

30:25

every once in a while they

30:27

can even pull in the odd

30:29

celebrity when

30:31

you're under the influence. I'm

30:34

Terry O'Reilly. This

30:42

episode was recorded in the

30:44

Terrestream Airstream Mobile Recording Studio.

30:47

Producer Debbie O'Reilly, sound engineer

30:49

Jeff Devine, research Angus Mary.

30:52

Under the influence theme by

30:54

Ari Posner and Ian Lefever,

30:56

tunes provided by APM Music,

30:58

follow me on social at

31:00

Terry O'Influence. This podcast

31:03

is powered by Acast. And

31:05

if you'd like to read next

31:07

week's Fun Fact, just go to

31:10

apostrophepodcast.ca and follow the prompts. See

31:13

you next week. Hi, this is

31:15

Kay from Willowdale, Ontario. There

31:18

are literally thousands of sandwich boards in

31:20

Toronto, but according to the city, there are

31:22

only 41 legal ones. Even.

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