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 impression of paint strokes in the graphic communicates the idea that this is an artisan, hand-made product. The orange slice silently suggests Corona, with Blue Moon as the better tasting beer. The bright orange circle with the lines radiating from the center also provides a hypnotic spiral, as does the small blue moon logo in the diamond up-ended square on the side of the truck.
The oval glass with the inserted celery stalk is a sexually charged image. The goblet features a design that’s very similar to an attention-focusing hypnotic spiral.
The embellished frame is at an off-kilter perspective. As the truck proceeds through traffic, the lighting will be both varying in intensity and coming from different angles. The viewer — either a pedestrian or a motorist — probably also will be moving. Especially on the road, the askew portrayal of the frame will provide an illusion of depth and animation.