I recently saw this billboard in León, Guanajuato, México:
[Sorry for the awkward placement of the light pole in the photo; I was driving when I snapped it.]
The sign is an advertisement for Tecate beer, and follows a pattern similar to other Tecate advertisements which also read "Es fácil ser hombre", with some sort of clever or cute photo with a simple caption. (The one I recall was a wire coat hanger as a TV antenna).
But this one puzzles me. What does a photo of a woman, and the caption "Prima" mean in this context?
There must be some double-meaning with which I am unfamiliar.