the busiest restaurant in Texas. Automobiles and trucks were guided to Mama Joâs on the smoky barbecue fumes alone. His friend Tony often joked that it was a good thing Donettiâs Irish Pub and Sushi Bar was just outside the fragrant limits of Mama Joâs Bar-B-Q, or heâd be out of business. There was nothing in the world like the aroma of Texas barbecue.
On the other side of the freeway the wind carried the smoke puffing out of the bullâs nostrils right toward him. That smoke, on the other hand, didnât leave him with the same feeling as Mama Joâs Bar-B-Q did. Not even close.
Rex peered up at the cow billboard. Either way, up close or fifty feet away, the view was the same. He feared the image of shimmering udders would be branded on his brain forever.
Clayâs black Mercedes screeched to a stop behind Rexâs truck. Clay, using his hand as a shield against the sun, stood next to his car as he looked up at the sign. âWhaddya think?â he asked, his smile bright, his eyes optimistic. âGreat advertising campaign, eh?â
âNo Bull?â That was the first thing Rex asked. âWhen did you come up with that slogan?â
âIt just came to me. Pure inspiration at work, thatâs what it is.â
âInspiration?â He didnât see any kind of divine entities at work here.
âIsnât it great? Noble, no bull. No-ble. Get it? Huh?â Clay nudged Rex in the ribs.
Rex stepped away from Clayâs elbow. âI get it. The problem is, I didnât get what I paid for.â
That seemed to stop Clay cold. âWhat are you talking about?â
âI did not pay for bestial pornography.â
Clay looked confused.
âYou glittered her udders.â
âThe pièce de résistance. Great, huh?â
âYou had the mock-up. This is nothing like the mock-up. The billboards were supposed to look more like that.â He nodded at the Noble Sperm Bank Association, A Breed Apart logo painted on his truck. âItâs a very simple, very subtle proclamation that tells everyone in Pegleg, Texas, and breeders across the country what I do.â
âYou have stiff competition.â He glanced at the bull. âNo pun intended. You said that yourself. How do you expect to get breeders interested in your bull with some pansy-looking logo like that?â
âLetâs get something straight. My business is doing just fine. I hired you as a favor to your brother. These billboards may ruin me.â And it wasnât just himself that was at stake. He had his investors to think about. This wasnât a one-man operation.
âTheyâre not going to ruin you. Theyâre going to make you. You need a bull that looks like heâs got what it takes to make things happen. And thatâs what I gave you.â
âWhat you gave me is a bull who looks like heâs getting ready to hump the cow.â
âThatâs the idea.â Clay nodded, as if Rex was finally getting it.
Only Clay was the one who didnât get the program. âLook at what kind of interest these billboards are generating,â Rex said as vehicles whizzed past, honking their horns, making catcalls out the windows. âI want some of that,â some lady yelled. âWhoo-whoo,â another hooted.
âYouâre not going to be sorry you put your advertising needs in my hands. Your business will boom.â
âItâs already booming.â
âNow it will explode. I see putting these billboards everywhere. Maybe even have cow and bull magnets, the kind that have the lips that come together to kiss. Or we could put the magnets on theirââ Clay gave Rex a man-to-man look. When Rexâs expression finally appeared to sink into the ad executiveâs brain, Clayâs voice became serious and he mumbled, âJust a thought.â He cleared his throat. âWeâll add the magnets as inserts to
Lindsay Paige, Mary Smith
Wilkie Collins, M. R. James, Charles Dickens and Others