Since it is the silly season – or ‘cucumber time’ if you will – we thought it would be appropriate to show some silly advertising. We drove by this ad quite a few times, before we understood it. “Cheese for real men”, is what it says. We did connect the header to the chainsaw and the black background, but couldn’t figure out, what the ‘Eru’ cheese spread had to do with it. Only when taking a closer look, we understood that this cheese spread is “extra ripened and with strong taste”. This would mean that normal Eru is for women and…uhm…well you know…men who don’t use chainsaws. We know we shouldn’t take it all too literal, but if you talk about superficial advertising, this one is a winner! And, in any case, real men eat real cheese, full stop.