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Not since those fake Puma ads have we found ourselves thinking so much about what exactly is going on in an advertisement. But since we saw the above ad for Saks Fifth Avenue's "Cash Cache Event" on page A6 of The Times yesterday, we've been plagued by so many questions:
-How does the dude arc his spray like that?
-Did he miss the glass on purpose?
-Is that the proper way to hold the bottle?
-Why is everyone's mouth agape? (And since it's sort of a Christmas ad, is the other meaning of agape more appropriate?)
-Is that Rocco DiSpirito with his open-mouthed smile in the background?
-And, is there a clever Japanese word to describe what we're seeing?

We'd ask our hairy-palmed brother site the latter question, but he's holed up in his room. (What does he do in there all day?)

I guess that's what makes a good ad: It really makes you think.
Click image to see full ad (slightly retouched to fit entire spread on scanner).
Saks Fifth Avenue