A B.C. government ad trying to promote skilled-trade jobs in the province is baffling people instead with a message that “hipster is not a real job.”

The slogan is part of a $15-million campaign on B.C. buses, reported Canadian Business. The ads direct people to a job-posting website trying to fill a huge labour shortage expected in B.C.

As many as 435,000 openings are expected by 2020 thanks to shipbuilding contracts, new liquefied natural gas plants and a booming mining sector, but a Skills Canada study shows only a quarter of young people are considering a career in the trades.

While it’s doubtful anyone considers sporting ironic T-shirts, skinny jeans and moustaches an actual job, the B.C. slogan had students scratching their heads.

“I don’t really understand the point that they’re trying to get across with the slogan,” Vancouver Island University student Ryan Crowder told The Navigator, the school’s student newspaper.

"To me, hipster is just a way of dressing; it’s just a style," added Erin Cooper, a hairdressing student at Vancouver Island University, in an interview with the newspaper. “It’s not a job or someone’s career choice. So to me, I’m not really seeing the message.”

The B.C. Liberal government's ad campaign also includes the slogans: "Because marrying rich may not pan out" and "There’s a reason it’s called being a ski bum."

The reactions are already pouring in on Twitter. Some may or may not be ironic:

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  • Jorts

    You dad wore jorts before you did and he's got the short frayed denim to prove it. Living the three Rs, he Reused his life-wrecked jeans by Reducing their leg length and Recycling them back into his wardrobe as stylish Danny Dukes. Now every pair of faded favorites could have a second life as his favorite pair of shorts. <strong>SO HIPSTERS,</strong> next time you're riding a fixie in attire you claim is strictly functional because you can carry your keys and U-lock without having your leg movement constricted, remember this... Your dad wore them because he was helping to save the environment before saving the environment was cool.

  • Mustaches

    Your dad had a mustache before you did and he's got a warm upper lip to prove it. His homegrown facial bow tie was the envy-inducing expression of masculinity that confirmed his omega status within the manly community. Looking like two lost caterpillars on his face, that lower nose Picasso got him discounts at hardware stores, heavy machinery rental companies, and lumberyards. <strong>SO HIPSTERS, </strong>when November rolls around and you're splashing Rogaine on your pathetic 'stache or dyeing it black with Just For Men to make it appear fuller, remember this... Your dad has more testosterone than you will ever have and the proof is sitting on his face.

  • Unkempt Hair

    Your dad had unkempt hair before you did and he has the snarled strands to prove it. Long before looking like you just rolled out of bed became fashion-able, your dad's locks were just as out of control as he was. He didn't spend hours meticulously disheveling his hair with $40 product, he earned his look. His lengths were styled with motorcycle joyrides, fistfights, and a touch of "I don't give a fuck." <strong>SO HIPSTERS,</strong> next time you're running your fingers through your nappy strands in front of a dirty mirror in your studio apartment, remember... Your dad's hair made him look so gnar that people assumed he'd killed a man and gotten away with it.

  • Tank Tops

    Your dad wore tank tops before you did and he's got the sunburnt shoulders to prove it. As the noncommittal middle ground of wearing or not wearing a chest covering, these shirts screamed summer harder than the bead of sweat dripping down the sunbathing backside of a Daisy Dukes-clad undergrad. He was a true follower of Bauhaus and lived a "less is more" life style every time he slipped his slender frame into one of these lady magnets. SO HIPSTERS, next time you're calling yourself Rave Heart while dancing the night away in your sweaty party tank, remember this... Your dad was a tank in tops. P.S. Your dad ironically ate luxury food when he was poor before you did too.

  • Ugly Sweaters

    Your dad wore ugly sweaters before you did and he's got the embarrassing weavings to prove it. Since before Cosby was a prefix for it and parties were themed around it, your dad was rocking these glorious machine-knit pieces. His collection of knit Pollocks and wearable Warhols were the mullets of clothing, formal enough for work, yet wild enough to party in. <strong>SO HIPSTERS,</strong> next time you're digging through the racks at the local thrift store looking for the perfect Cosby sweater for your annually unoriginal ugly Christmas sweater party, remember this... Your dad's awesomeness poured into that sweater first and you're tainting the fibers that once touched greatness. P.S. Sweaters + dance party = holy shit I can smell that hipster before I can see him.

  • Skinny Jeans

    Your dad squeezed into skinny jeans before you did and he's lost the leg circulation to prove it. His physics-defying denim clung to his skin closer than ladies did to his side. Doctors could check his pulse by watching the rhythmic beat of cotton across his femoral artery and his pockets couldn't hold anything more than spare change. <strong>SO HIPSTERS,</strong> next time you're struggling to get into a pair of 511s, remember this... Your dad's jeans were so tight they make yours look baggy.

  • Colored Knockoff Ray-Bans

    Your dad wore neon sunglasses before you did and he's got the $10 knockoff Ray-Bans to prove it. Like a highlighter hugging his eye sockets, his shades were the awesome accent that made him stick out in a crowd. He was a life salmon that swam downstream when everyone else was trying to go up. <strong>SO HIPSTERS, </strong>next time you're hating on the sun with lime green, purple, bright orange, or pink ray blockers that you bought at a gas station, remember this... Your dad stood out, but you just stand in with the crowd.

  • Deep Vs

    Your dad wore deep Vs before you did and he's got the plunging collars to prove it. He used his chest hair like a Venus flytrap for lady gazes and made them hotter than a Louisiana summer. SO HIPSTERS, next time you're pulling on a neon American Apparel V-cut shirt, remember this... Your dad was the only man who could ever tell a lady, "My eyes are up here."

  • Fedoras

    Your dad topped it with fedoras before you did and he knows where a killer haberdashery is to prove it. Unlike the 75 IQ baseball hat scarlet letters of the bro class, he insisted his headwear look as intelligent as he was. He could speak with his hat--a quick tip saluted fine honey dips and slight readjustments shunned half-wits. <strong>SO HIPSTERS,</strong> next time you're trying to dress up your skull with some thing other than a beanie, remember this... Your head's way too big to fit into your dad's kind of style.

  • American Apparel

    Your dad was into American Apparel before you and he's got the plain shirts to prove it. He was a monochromatic madman who didn't rep any brand other than his own. He knew all the Pantone numbers and looking into his dresser drawers was like looking into a kaleidoscope of fashion sense. <strong>SO HIPSTERS,</strong> next time you're listening to Sleigh Bells in the dressing room while trying to look indifferent in the mirror, remember this... Your dad inspired the store that millions of you find your basics at. P.S. If millions of people shop at the same store, doesn't that make the store mainstream?

  • Peacoats

    Your dad kept warm in a peacoat before you did and he has the anchor buttons to prove it. Long before you ever strolled into a surplus store to buy your own navy-issued bit of sex appeal, he was making blue wool look hot. <strong>SO HIPSTERS,</strong> next time you're flipping up the collar on your stolen-style outerwear while smoking an American Spirit and looking indifferent to the climate, remember this... Your dad is the reason cold looks hot. P.S. Fat hipsters with beards who wear peacoats look like Paddington Bear.

All photos and slideshow text courtesy of Chronicle Books.

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  • Hipster Olympics 2012

    Attendees dance at the second annual Hipster Olympics on July 21, 2012 in Berlin, Germany. With events such as the 'Horn-Rimmed Glasses Throw,' 'Skinny Jeans Tug-O-War,' 'Vinyl Record Spinning Contest' and 'Cloth Tote Sack Race,' the Hipster Olympics both mocks and celebrates the Hipster subculture, which some critics claim could never be accurately defined and others that it never existed in the first place. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    A DJ plays music at the second annual Hipster Olympics on July 21, 2012 in Berlin, Germany. The imprecise nature of determining what makes one a hipster means that the symptoms vary in each country, but the archetype of the version in Berlin carries canvas tote bags, a carbonated drink called Club Mate, 1980s neon accessories and an ironic attitude. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    Attendees dance during the second annual Hipster Olympics on July 21, 2012 in Berlin, Germany. To some in Berlin, members of hipsters have replaced the "Yuppies" as a gentrifiers. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    Teams compete in the 'Skinny Jeans Tug-O-War' event during the second annual Hipster Olympics on July 21, 2012 in Berlin, Germany. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    A team celebrates after winning a match of the 'Skinny Jeans Tug-O-War' event at the second annual Hipster Olympics on July 21, 2012 in Berlin, Germany. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    A member of the winning team, Jam FM, celebrates after receiving his medal. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    A contestant competes in the "Vinyl Record Spinning Contest." (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    Contestants compete in the "Confetti Toss" event, in which competitors must jump over sticks laid across empty Club-Mate crates and pass confetti to one another. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    Contestants compete in the "Vinyl Record Spinning Contest," in which they must run around a record player while keeping a finger on a record. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    Attendees throw graffiti during the second annual Hipster Olympics on July 21, 2012 in Berlin, Germany. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    An attendee kicks a beach ball during the second annual Hipster Olympics. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    A man pretends to play keytar on stage during the second annual Hipster Olympics. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    BERLIN, GERMANY - JULY 21: An attendee dances during the second annual Hipster Olympics on July 21, 2012 in Berlin, Germany. With events such as the 'Horn-Rimmed Glasses Throw,' 'Skinny Jeans Tug-O-War,' 'Vinyl Record Spinning Contest' and 'Cloth Tote Sack Race,' the Hipster Olympics both mocks and celebrates the Hipster subculture, which some critics claim could never be accurately defined and others that it never existed in the first place. The imprecise nature of determining what makes one a member means that the symptomatic elements of adherants to the group vary in each country, but the archetype of the version in Berlin, one of the more popular locations for those following its lifestyle, along with London and Brooklyn, includes a penchant for canvas tote bags, the carbonated yerba mate drink Club Mate, analogue film cameras, asymmetrical haircuts, 80s neon fashion, and, allegedly, a heavy dose of irony. To some in Berlin, members of the hipster 'movement' have replaced a former unwanted identity in gentrifying neighborhoods, the Yuppie, for targets of criticism, as landlords raise rents in the areas to which they relocate, particularly the up-and-coming neighborhood of Neukoelln. (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    (Photo by Adam Berry/Getty Images)

  • Hipster Olympics 2012

    A member of the winning team, Jam FM, holds the "Golden Club Mate" trophy after winning the second annual Hipster Olympics on July 21, 2012 in Berlin, Germany. (Photo by Adam Berry/Getty Images)