Flaunting Tradition?

Maker's Mark has a long and distinctive history of effective advertising in print mediums ranging from magazine ads to billboards.

The bourbon has solidly hewed to its tradition as a gentlemen's sip.

So what to make of their prominent new billboards with two words:  Friend Us.

Does it weaken the overall brand image?  Is it eye-catching for all the wrong reasons? Can Maker's Mark reach a younger audience this way?

What do you think?