I Don't Get It.

Sometimes, I just don't understand advertising. I get the idea of creating a character to represent your brand - a bit hackneyed, but I get it.

I see that the bottle has a wild boar on its cap (I'd never noticed that before), so I can see the link to heritage and authenticity. I get it.

But what I don't get is this. Gordon the Boar. What does that conjure up? Gordon the Bore, Gordon the Boor, or Gordon the Boar (aka Pig)? He doesn't even transform into a hip sophisticate (as indicated by the use of lime rather than lemon) upon imbibing the gin.

I just don't get it.