out of context

Contextual advertising is pretty neat. It's the technology that displays online ads that are relevant to your interests. If you read a news article on digital cameras, odds are you'll see some camera ads in the page's ad space.

Facebook does contextual ads too. I usually see ads for triathlon equipment or bands I'm interested in (since that info is in my profile).

Lately, I'm seeing this ad a lot:

What. The. Hell?

First, how did Facebook guess I'm tired of waxing? I don't even mention ski wax in my profile! Second, the guy in the ad is clearly shaving his chest. Shouldn't the ad ask if I'm tired of shaving? Maybe the art department thought this photo was easier to comprehend. I've never seen a photo of a man waxing his own chest. If I did, I imagine my reaction would be, "What's all this then?"

I finally got around to reading the ad copy, where I learned the shaving man who is tired of waxing wants me to win 5 large in laser hair removal. I think lasers are pretty awesome and all, but I really don't need one scorching my torso. Did you notice that blondie is covering his nipple with his thumb while shaving? He's concerned, and he's only armed with a Gillette Mach 3. What precautions does one take with laser hair removal? I bet there's a number 5 welding shield and a lead apron involved.

To sum up; Facebook's contextual ads presented me with a trifecta of chest hair removal options because I'm a web designing triathlete from Minneapolis who likes Weezer & the Stones.

Makes perfect sense.