Gesture plays a major role in this advertisement of a young boy holding his nose and grasping nothing but air while plunging into the stylized waves at the bottom of a promotional sign placed just outside of a souvenir shop. There are no ocean waves anywhere near Palm Springs, which adds irony to this gesture and may change its meaning for some. While someone normally might grasp their nose to hold their breath, this kid seems to also be incongruously inferring that landing on a hard sidewalk really stinks. Meanwhile, celebrities past and present indifferently observe his plight from a nearby postcard rack.