Lamb's Appeals to Every Man's Inner Lumberjack

Under the slogan "Your holiday spirit," Lamb's pushes a triage of billboards that speak directly to scruffy dudes exhausted by the spendy and energetic gyrations of others.

Each board appears to be wood-paneled and (festively?) duct-taped. Perched by a swig-worthy neck of Lamb's are the following messages:

o "Yeah, we're into free-range turkey. It's called hunting."
o "You can buy a $75 tree. Or a $10 axe." (At left.)
o "Holiday shopping should be a one-day event."

Amusing work, even if it speaks to the parts of men that have attempted to fix our cars, build us coffee tables and otherwise sprinkle havoc (and sawdust, and transmission fluid) on our tidy store-bought worlds. Given the lines we're all having to brave just to visit the bank or buy groceries, the ads'll probably draw more lips to the bottle than those of the target market. (Frankly, we're halfway there.)

The work builds on Lamb's "It beats fancy" campaign, orchestrated by John St.