You may have HIV, but you're still cool.

I was waiting in a metro station in an all black neighborhood
(Brookland section of Washington, DC). I spied a print ad over a
bench that showed a young black guy leaning against his motorcycle.
He exuded coolness.

[This was a good place for an ad. HIV is running rampant in DC, at
least among young blacks, compared to other demographic groups.]

The headline in the ad read, "You've worked hard to get where you are.
So why settle for an HIV med that's twice a day?"

[It sounded like they stole the copy from an Amstel Light ad.]

Then below, it names the product:

Once-a-day TRUVADA.

"...that's twice a day?" I'm going to ignore the fact that the
wording isn't exactly good English. It could have been a lot worse.
Cool wording so the bruthas would buy the ad, then the product.

What I really want to know is, where is the black guy in the ad, that
he worked so hard to get there? He worked hard to buy a motorcycle?

Or did he work hard to get HIV? Of course not!

Maybe he worked hard to get a college degree, a good job, a nice
house, a beautiful wife, and 2.2 kids. Nope. Gilead (the maker)
isn't going after the family man. They're going after the guy who
has a motorcycle, that's his most prized possession, and he's proud of
it.

So the ad really should read:

You don't have much in your life. No partner, no possessions except a
bike. Now you have HIV. So with your busy life, riding your bike,
why settle for a drug you have to take twice a day?

Once-a-day TRUVADA.