Cheeky chap’s nutty stunt in Selfridge’s store

editorial image

A practical joker from Londonderry has managed to convince staff on the Nutella Personalisation Desk in a leading UK department store to print ‘A**emuck’ on a Nutella jar, claiming it was an ‘Irish name’

Trickster, Seamus O’Reilly, has, rather incredibly, managed to get staff to print naughty names not once, not twice, but three times, and did it in the same branch of Selfridges each time.

He began his rather rude quest with the term ‘Backdirt’, progressed to ‘A**emuck’ claiming that it was the Irish name for ‘Arsenio’ and went back a third time to get a jar emblazoned with a label ‘Bumgravy’.

In an interview for the online publication, Mashable, he explained that four staff were on duty and the method for producing the jar labels was “fairly meticulous”, with two staff at the front of the desk taking people’s orders for jars and two in the back printing out the labels, while a manager hovered nearby.

“Avoiding or bypassing these other workers became part of the thrill,” he told the publication.

He went on to relate how his quest to successfully own a jar with ‘A**emuck’ on it nearly failed at the final hurdle as staff at the paypoint nearly succeeded in taking it away from him before payment, when they read it.

Seamus spreads the word about his three naughty Nutella jars...

Seamus spreads the word about his three naughty Nutella jars...

Pretending not to understand what was wrong, he convinced the sales assistant that ‘A**emuck’ was, in fact, an Irish name, at which point the assistant became somewhat embarrassed, laughed and wrapped the jar for Seamus, and apologised.

Seamus then told the sales assistant not to be sorry, claiming he could not wait to tell his friend about the incident.

Most people at this stage would probably have walked away. Not Seamus. He then asked if they got many rude requests and what the rudest one was. The answer was yes and the rudest is, understandably, unprintable.

A third foray ensued; Seamus completed his hat-trick and set about spreading the word about it on Twitter.