'New Girl' Tagline 'Adorkable' Makes the Dictionary
This story first appeared in the June 27 issue of The Hollywood Reporter magazine.
The wordplay of Shannon Ryan, Fox executive vp marketing and communications, has officially entered the lexicon with her catchy New Girl tagline word "adorkable." Collins English Dictionary announced June 10, after a Twitter contest, that it would add the word, defining it as "socially inept or unfashionable in a charming or endearing way."
Ryan, the same sticky-word whiz who introduced "celebutante" to promote The Simple Life, says Fox Networks Group CEO Peter Rice was the first to share the news with an email subject header that said: "Adorkable is a real word now and it's all your fault."
So how did she come up with it? Ryan says, "It was a word some friends and I made up in high school to describe all our nerd crushes. I threw it out in an early marketing strategy meeting and it just kind of stuck."