Tui billboards all a big misunderstanding

DB Breweries has been shocked to learn that billboards such as this one weren't taken seriously.

DB Breweries has been shocked to learn that billboards such as this one weren’t taken seriously.

Beer brewing giant DB Breweries has been horrified to learn that, for many years, people have been taking their iconic Tui billboards sarcastically.

The billboards, established to advertise DB’s famous brand of Tui beer, feature short statements on a black background next to a red panel that reads “Yeah right.” The statements on the billboards have long been understood to be sarcastic, but the company now insists that was all a horrible misunderstanding.

In a media release yesterday, DB Breweries wrote: “It has come to our attention that many in New Zealand believe that our iconic billboards were not meant sincerely, and were in fact snide comments aimed at disparaging those who might agree with the statements printed on them. We are extremely embarrassed to learn this, and deeply troubled to know that our advertisements were taken in this way. We would like to clarify that our famous ‘Yeah right’ slogan was never supposed to be sarcastic.”

“We meant it more like ‘yeah, that’s right!’” said DB’s General Manager of Marketing Clare Morgan. “I guess it can be kind of hard to gather tone from plain text, but we never imagined that people would think we weren’t serious.”

The clarification has wildly altered the interpretation of many of Tui’s billboards, including their well-known Christmas billboard Let’s take a moment this Christmas to think about Christ. That advertisement was often thought to be a commentary on the commercialization of Christmas and the growing irrelevance of religion in New Zealand.

“What? No!” exclaimed Morgan when this interpretation was put to her. “We were just trying to encourage people to put a little meaning back in their holiday. To suggest anything else would’ve been rude.”

The revelation sheds new light on many other Tui classics, including U2 can change the world, once interpreted as an expression of cynicism about lead singer Bono’s humanitarian efforts, and When Winston says no, he means no, a reference to the New Zealand First Leader’s denial that he accepted anonymous donations from millionaire Owen Glenn.

“Well that explains that angry phone call from Winston Peters” said Managing Director Brian Blake “We just thought we were helping him out.”

The clarification has also helped to clear up confusion amongst some about two of Tui’s recent billboards, Beer is good and Adolf Hitler should never have exterminated the Jews.

“Ohhhhhh” said Jewish New Zealander David Geiringer, who was offended by the latter billboard when it was erected outside his house. “That’s okay then.”

Tui has begun clearing up the misunderstanding by painting over many of their billboards with easier to understand phrases such as “That’s true!” and “Good point!”

“Gosh” said Morgan. “What a crazy miscommunication. I just hope we haven’t offended anyone.”

In related news, ASB Bank has recently revealed that its famous Goldstein ad campaign was meant to drive customers away from the bank. “We were trying to show that only a half-witted foreigner would bank with ASB” said the company’s chief executive.