RELYING on stereotypes and goading big, rich corporations might not at first be seen as the best tactic for ensuring the posters and TV ads go down well with many living in Wales - not to mention fears of much legal wrangling over the coming months if the corporations referred to in the adverts take exception.
But the new advertising campaign from the Wales Tourist Board has generated goodwill all round as it gears up for a launch across the UK this morning.
Companies like Starbucks and mobile phones providers Sony Ericsson said they chuckled at the cheeky remarks - designed to represent the wittiness of Wales itself.
A little more subversive than we have come to expect from the WTB's successful but straightforward Big Country ads, the campaign aims to have fun and play with stereotypes, turn positives and negatives on their head and say it like it really is.
One of the best examples of this attitude is demonstrated in perhaps the most striking of four posters - a glorious picturesque view of Snowdonia. Under the headline "Area of outstandingly bad mobile reception", it becomes apparent that the WTB knows that cell phones are not always working when they should be.
For all of us, and especially commuters in London where the ads will be plastered across tube trains, mobiles are increasingly becoming a frustrating reminder of work and an obstacle to getting away from it all.
So the advert reads, "Travellers riding up the Snowdonia mountain railway may experience communication problems.
"Your boss can't reach you. Even dogged telesales reps struggle.
"Damn those impenetrable mountain passes. Damn them."
And even the mobile phone giants who are themselves struggling hard to achieve full coverage all across Wales admitted that the cheeky tone of the advert would turn heads - for the time being.
Peter Boder, corporate communications manager for Sony Ericsson, said, "It does not worry us too much as I am sure that there are areas where there is actually coverage - even in Wales.
"It is quite a funny way to make yourself known, it is quite cheeky. I know we can all get stressed about getting calls all the time but it is something we have learned to live with in modern society," Mr Boder said.
And the WTB has moved to avoid portraying Wales as a complete communications backwater by adding that the reception at the top of the mountains was good.
"The view at the top is too good to keep to yourself," it adds.
But Mr Boder said that he hoped the WTB realised it would not be able to run the advert for too long.
"The operators are widening coverage day by day so one day you will be getting your phone calls and also emails wherever you are," he said. "You will have to travel a lot further away than Wales in the future."
Another of the ads that could have sparked controversy is a poster that shows Cardiff Castle and celebrates our cultural heritage with the slogan "Castles 641; Starbucks 6".
It apparently suggests that Wales' ancient heritage is a far more important part of our culture than the Americana of recent years.
Fortunately, Cliff Burrows, the managing director of Starbucks Coffee Company (UK) is in fact a Welshman and he too saw the funny side.
"The advertising poster is a witty idea which highlights the dynamic mix of old and new that characterises Wales," he said.
"As a Welshman, I'm proud that Starbucks is part of the community in Wales and provides jobs for over 100 local people, so I wish the campaign every success."
The last major campaign to be launched by the WTB was the Big Country Campaign back in 2001.
Since then it has helped generate £165,485,316 for the Welsh economy. The new campaign will be an evolution of the Big Country Campaign, based on even deeper insights into Wales, using a new creative approach towards potential visitors to the country.
The WTB claims the campaign promotes the "real Wales" and speaks from the heart of Wales to capture the authentic sense of the place, people, culture and the true visitor experience.
Roger Pride, director of marketing at the WTB, said, "The Big Country three-year campaign was a huge success for Wales.
"Not only did it win awards in marketing circles, but it reaped real benefits for Wales in terms of increasing visitor numbers and spend.
"For the new three-year campaign we've decided to retain the Big Country brand, but evolve the creative approach, and concepts behind the campaign."
Although it features some stunning scenery, it avoids traditional shots of landmarks unless they are part of an ongoing dialogue with the viewer.