Right. So they get a tomboyish woman to dress all sporty and pose in a nondescript location to sell tequila? How does that make any sense at all? I mean, trying to get woman to buy and drink tequila is going to be a hard sell to begin with, but how does this help? Do they think that comparing Cuervo Especial to tasting "somewhere between the smooth of scotch and the mellow of really good cognac" is going to reach this audience?

I do love their suggestion that when you're bored, have some tequila on the rocks, but if you're really bored, go ahead and have a snifter of straight tequila. Really? A snifter? That's for brandy. Or something you might want to sip. Tequila is not something to sip. It's something to shoot as quickly as possible. You don't really want it to linger on the taste buds. (At least not in my experience!)

Of course, clearly they're trying to market this towards women who would do something unconventional like raise eyebrows by drinking tequila in public. But somehow, looking at this very generic woman dressed in pure white, I don't see her ever touching that little glass of tequila on the railing in front of her.

The whole thing makes about as much sense as the tag line. You "always" drink it "now and then?" Riiiiight...