A quick glimpse of the right hand is the age-old method of choice for hungry singles seeking to determine whether the object of their affection is the member of a team or if he/she flies solo. For those who enjoy a little fun at the drinkery from time to time, the Calgary stampede, with its naughty reputation, is no different.

In fact, the thousands of people flocking to the city present even more reason to lace up and saddle up. One very clever, albeit controversial, ad campaign has tapped into this brouhaha of lust kicked up like so much trampled-upon-dust. Calgary’s chic Hotel Arts is, like many fine hotels in Calgary, willing to go a long way to satisfy their client, and this includes checking wedding rings at the door. “Last year at various establishments, over five hundred rings were found,” explains Stephen Carter, a Raw Stampede event organizer.

Created in jest, the ad is intended to promote the hotel’s first ever raw stampede – a revamping of the traditional pitch fork- and-bale-of hay affair. Nearly 1,400 cowgirls and cowboys will be dispersed throughout three tents erected downtown during the event. Live music, entertainment and fine fare are all included with ticket prices, as is the option to check your wedding ring at the door where three large cases can hold up to 300 wedding bands. And according to the promo, the hotel will have airbrushing equipment on hand to disguise any unfriendly wedding ring tan lines. The ads’ self-deprecating humour is undeniable:“You just don’t want to catch a ring on someone else’s clothes,” says a straight faced Carter.

Just like the infamous Janet Jackson wardrobe malfunction, some have found much to contend with. Moralists and ethicists have taken the reins when it comes to pointing out that such a campaign seems to condone and encourage infidelity. However, the Director of events at the Hotel, Colleen McConnell, assures us that the ad is a joke.

Let's be honest here - hotels have always been the preferred meeting place for naughty spouses and this isn’t going to change regardless of an add campaign that plays into this. If your mate is tempted to take off their ring, believe me, they thought about it long before walking into the raw stampede tent. -L.D.