Try this experiment next time you're in a subway car plastered with the new Bud ads. Observe the darkly lit, candid-er-than-candid photograph of the pretty boy or girl (your choice) bathed warmly in twilight or maybe red neon, longneck bottle held loosely in his or her gesturing hand, eyes meeting those of a close pal just outside the frame. Note the stately caption: "TRUE." Letting the cynicism rise in your craw, contemplate the promise this picture is really making. Maybe it's that once you've got your beer goggles on, your own barmates will look this cute. There y'go, Bud's own truth. God's, meanwhile, is directly below, in the seat you could have nabbed a few stops back. Now ask yourself, why ever did Bud's agency design this ad, knowing where it would appear? Why did they choose to juxtapose commercial "reality" with the empirical, honest candidness that can only be displayed by persons on their way somewhere else to impress someone else? Makes even that "Waaazzupp??!!!" thing look downright logical by comparison.

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