This installation of the iTunes Beatles billboards has the Empire State building in the background. Using the same theme as the NYC Apple Store Beatles billboards and the iTunes Beatles Lincoln Tunnel billboards, the Fab Four appear as towering figures. Apple portrays the Beatles as surpassing King Kong — the raw primal id that in the end was dwarfed and defeated by technology. Here, the Beatles stand head and shoulders above the skyscrapers, following in the footsteps of Godzilla — that release of the reptilian brain through science, just like the electric music known as Rock and Roll.
At the conscious level, the ad promotes Patrón Tequila as a distinctive alternative for social gatherings.
The mirror images of the bee logo in the background provide subliminal input. Walking by the billboard — and even when taking the photos — I was not aware of the low-contrast images. Each pair of bees in the pattern form a circle, like the round cork in the bottle. In the bees’ wings there are shapes similar to the number “6” and “9” when reversed. Each “6” and “9” is closely engaged with a paisley shape.
The small print feature is another curiosity. The words in the form of a right angle at the bottom left of the graphic are so tiny that even with the zoom the sense can only be discerned with difficulty.
The advertisement starts off with the suggestion that a present of Ultimat vodka will reflect well on the giver. At another level, since the graphic shows a black perpendicular phallic shape, as with the Remy Martin Things Are Getting Interesting ads, race-based unconscious fantasies are the genies in this bottle.