What was that?

I was looking for a picture to download for another blog that I was doing when I came across this photo. I laughed out loud when I saw it. Partly I'm wondering how they got people to pose for this picture. The other part of me wonders what this photo could be advertising. Is it "obviously not happy cows from California"? Maybe it could be for a GPS device. You know, since men never ask for directions. I suppose a shipping company could use the photo, showing what happens if you use anyone else except them for shipping. What kind of thoughts does this photo inspire in you?