If you’ve been traveling south on Interstate 880 from downtown Oakland recently—on your way to the A’s game, for example, or maybe to cruise International Boulevard after you’ve perused the offerings in redbook (if you don’t know what I’m talking about, I’ll explain some other time)—then you’ve probably noticed the new Bud Lite billboard next to the overpass just before the High Street exit. It shows two teenage-looking female models—one Latina, one African-American—dressed invitingly, staring out indifferently at the passing cars. I think their look is supposed to represent some sort of challenge—try us out if you’re up to it, man, but you’ve got to bring your A game. Anyway, far up on the right-hand corner of the billboard, away from the two young women and the oversized Bud Lite logo, is the message: “Serve Chilled.” Serve chilled? Is that supposed to mean that the best way to break down these young women’s icy looks is to get them beer-drunk? Or does the message mean that it is the women themselves who are supposed to be served—properly cooled-out, of course—to the would-be male consumers driving by in their cars? I think one of our clever friends at the ad agency made this deliberately ambiguous.
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