Posted by Matt Byrne March 19, 2012 10:04 AM
For just a few words apiece, the placards of plastic letters above the Sav-Mor liquor stores in Medford and Somerville seem to have a lot to say.
"Valentine's day," read one installed in time for the most romantic -- or depressing -- day of the year.
The sage wisdom?
"Blah blah blah drink."
Motorists on McGrath Highway have been treated to the quippy advertisements for about two years courtesy of co-owner Robbie Weiner, who said in a phone interview that he changes them at his whim, or when the seasons are right.
The funny Valentine was enough to draw the attention of a blog produced by production staff for clip show Tosh.0, which runs on Comedy Central and highlights the best and worst of the Internet.
On that recent triumph, Weiner said he was pleased.
"The majority of responses are positive, otherwise we wouldn't do it," said Weiner, who helps operate the chain's four stores located in Somerville, Cambridge, Medford, and Malden. "The point is to put our store in a more positive light."
And from the coy, sometimes winking examples Sav-Mor provided to the Globe, it appears that the store's customers appreciate a health dose of sarcasm.
"Holidays mean family. We sell Liquor," proclaimed one sign for Thanksgiving.
"Scotch means I love you in Dadtalk," said another.
And perhaps the ultimate in common sense advice came from this July 4 chestnut:
"Don't drink and light fireworks. Your nose hair thanks you."
The signs have even attracted a small fan base. Web compilations on Flickr (night-time shots) and Tumblr (artsy black and white pictures) show fans' images of their favorite messages.
Complaints have been few and far between, Weiner said. Most people who comment on them do so to cashiers, and its usually not to voice concern.
"It's hard, if I can come up with something new, I put it up. Otherwise I recycle the ones I like," Weiner said.
At least for now, that means a tribute to Saint Patrick's Day on Saturday, for which the store had the following prescription:
"If you see leprechauns, stop drinking!"