Pace’s Pepper is Ready for Action


“We’ve Got A Secret Weapon For Breeding the Perfect Jalapeño,” says the headline in this ad for Pace Picante Sauce. Then they talk about the “Stud Pepper.”

The image shows a bowl of chili and a pepper on a wooden table. But the table isn’t the only wood in the photo—the real secret weapon in this ad is the pepper doing double duty as a man-sword, ready for action, and pointing to a large crack in table.

If you think this is just an accident, take a look at this. I’ve traced over the area you should be paying attention to:


But surely an advertiser wouldn’t be hiding sexual imagery in an ad? Well, sorry, but it appears that they have. I’m not aiming to become the new Wilson Bryan Key, but it doesn’t take a genius to see what they’re trying to do here.


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