Please explain this Fernet ad

I mean, I dig it, but my friend Paul wants an answer.

[via Paul Suway]

17 Responses to “Please explain this Fernet ad”

  1. Andy says:

    I prefer the one (can’t find a picture) with a huge FERNET-BRANCA logo and then the words “Thank you San Francisco!”

  2. GG says:

    The old Fernet posters (the ones I have seen often as home decor) had an alligator on them (see, i.e.: http://www.flickr.com/photos/hunteredwards/6966049786/). Presumably keeping “the alligator” on a leash is represents drinking Fernet responsibly. I still find her weird outfit perplexing (dat belt, WTF?).

  3. C.R.E.A.M. says:

    The alligator is the icon/mascot for Fernet. Having the alligator on a leash creates an inference that she has her drinking Fernet (symbolized by the alligator) under control, or a colloquialism of such, “on a leash.”

  4. El Dedo says:

    It means that your friend Paul needs to come to some peace with the idea that some things refuse to get ‘got’.

  5. Greg says:

    I think it has something to do with the Google ferry and how they can fuck over the Mission.

  6. Lower Haighter says:

    First thing I thought of was this: http://www.cudasisters.com/maria-felix
    “In 1975 Maria was said to have walked her pet crocodile on a leash into Cartier and have them design jewelery of him.”

    Except the model in the ad is blonde…

  7. Lallie says:

    Reptilian brain is linked with territorialism, reproduction, aggression and ritual behavior (like drinking/shopping to deal with anxiety). Notice leather glove grip of blonde on bag strap and rhinestone leash, and death grip of couple holding hands. Fernet is also digestive tonic; her wide belt keeps guts together. Shadows on guy’s stomach mimic her belt straps, though his seem undone,. Similarly white accent on dress of brunette seems to flow without restraint. As always, there are faces in the ice cubes and shadows are non-ordinary.

  8. Emo says:

    Well, CLEARLY the alligator symbolizes hipsters, latinos, and really cool people who have lived in the Mission for over 6 months, and the blonde chick symbolizes anyone who has ever worked in the tech field, has ever paid market rate apartment prices, or had the notion that owning your own home or condo would be a wise financial investment.

  9. Chalkman says:

    in the realm of amaro, fernet is middle/bottom.

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