Calling it “Légère” is brilliant marketing. The history of the “lite” food adjective is neat if you’re a business geek. First they used it to sell to women (“lite” is slimming), then lower-class men (you can drink more if it’s “lite”), then the health conscious (“lite” is healthier), now they’re pushing it up into poshness with French.

The “fun” (read: “evil”) thing is that “lite” is one of marketing’s grand undefined terms. It sounds neat and you can’t be sued for false advertising as long as you don’t give a frame of reference. “Oh, we meant lighter in color — sorry if you misunderstood.”

“The life Légère” — brilliant, getting the linguistic link to “leisure”.

Oh, wait. I think I’m just thirsty.

I don’t watch live TV so this is new to me:

The Globe, somewhat predictably, hates it (“Is it better to be a fossil or a sellout?” — I dunno, is it better to be inflammatory or hyperbolic?). Rolling Stone, somewhat predictably, is pimps it. I like the commercial, for a couple of reasons.

First, it’s getting Dre out there in front of the public months before his first album since 2001 drops. Second it teases an album track without telling you that’s what it’s doing (besides hinting to you that it should be considered a hit). When you hear the album it’ll sound familiar. Last, the track is actually good.

This is a great little PR move, well-executed.

[Quick aside via Boo: Multitask is a fucking stellar little game.]