The text is devoted to the advertising texts of the beer Żubr (Bison). Selected examples of advertising spots have been analyzed in terms of consistently applied witty game of ambiguity. The linguistic analysis was supplemented with elements of description forming part of the so-called. non-linguistic context, i.e. the characteristics of the (uniform) theme of the cycle and its characters, the complex semiotic behavior (use of cultural patterns, traditions, stereotypes, social symbolism persisted in the minds of some) and the presentation of characteristics of the communication situation.