No doubt this ad was hatched during the heyday of the Brokeback controversy. LMB needed to follow up the pelvic-thrusting roof dancers with something more shocking and more intriguing. What would a lonely cowboy do on the hills when he's bored watching sheep? What could be more natural than salsaing the night away?
Some keen observers on Internet message-boards have insinuated that the cowboy's moves are suspiciously similar to 'punching the porpoise', as the lingo goes. The only porpoise this cowboy would punch was if it appeared on an LMB ad.