Marvel Comics recently released an advert for an upcoming event with the slogan ‘Knull is coming!’ The headline has caused raised eyebrows, and curiosity, in Sweden.
Knull is apparently a super villain in the Marvel universe. Knull is an all-powerful creature that kills other gods. He is immortal and self-healing. His name should imbue fear and dread. The problem is in Sweden, it is more likely to inspire ridicule.
The thing is that the word ‘Knull’ in Swedish means ‘fuck’.
So, ‘Knull is coming’ has a whole different meaning to the Swedes than the rest of the world.
I wonder who’s going to tell Marvel? Or maybe they already know – and don’t give a knull.