It's shlemiel, as in

A man came home from the steam baths - minus his shirt.

"Shlemiel !",cried his wife,"Where's your shirt?"

"My shirt? That's right. Where can it be?Aha ! Someone at the baths must have taken it by mistake, instead of his."

"So where is HIS shirt?"

The shlemiel scratched hid head."The fellow who took my shirt - he forgot to leave his."


P.S. The world of advertising is less real than the world of jokes.

Ivor