"Is It Monday Yet?" is probably the best (if most ubiquitous) sports-ish ad campaign of the year. (Any other nominees for sports-ish ad campaign of the year? "Man Law?" "Mac vs. PC?" Madden '07? Put them in the comments.)
But "IIMY?" has created the "Is It [Blank] Yet?" phenomenon: Throwing the catchphrase out there for any day of the week where you can make a case.
And I'd say that "Is It Thursday Yet?" has jumped to the forefront of fan consciousness. Last week's Thursday NFL games didn't seem as novel as this week's; you expect Thursday games during Thanksgiving week.
But the game tomorrow night (Ravens at Bengals) is sitting right out there, enlivening an otherwise fairly slow week in sports (CFB coaches firings, MLB hot stove). Except for this one, terrifically important factor:
Because of the Thursday game, your fantasy football lineup has to be finalized by tomorrow mid-day at the latest (and I would imagine that most of you have your lineups finished by end of business today).
There's a cognitive break there: After a season of not having to really make the hard FFL choices until Friday (if you do your FFL at work) or Saturday (if you do your FFL at home), all of a sudden you've got to set your roster by midweek.
Does this "TNF" phenomenon make an otherwise "hump day" Wednesday any less... um... humpy?
You know what? Actually, it does. Thursday Night Football has done what Monday, by definition, can't: By starting the next football week three days early, it has broken up the "real-life" week.
Is It Thursday Yet?
(By the way: It's a pretty damn good game, too: The AFC's surprise team of the year -- Baltimore -- against the team everyone thought was due for a breakout year, but instead is in a near-must-win to make the playoffs -- Cincinnati. Too bad I live in NYC and won't be able to see the game on my cable network. Pick: Bengals.)