As a bartender I am frequently exposed to bartending magazines and ads. As a fan of the black on black style of ads this one stood out to me. The lighting makes the black bottle pop against the black background but gives it a sleek elegant look that is fierce in a way. As a side note, I like to collect bottles so I would purchase this bottle just because of the aesthetics. But from a consumer standpoint the slogan is what strikes the core; "An independent spirit for the independent spirit". Humans have a need to be independent and with Bulldog you too can be independent from the rest.