Bad Boy store uses ironic marketing in a very effective manner. Those who support/identify with Ford and his persona will see a just one of us view of the store’s image. Those with a less charitable view of Ford’s public persona will see the irony and believe the store is sharing in the joke with them. They have managed to connect a single ad with two diverse target audiences. Add to this that the advertisement itself becomes a news item and they have gotten free advertising that could go viral.