Starting around 1996, Phish's print advertisements for their shows began to get strange. But 1998 was a banner year for it.
Spring 1998 ads featured a Kung Fu character and proclaimed "Phish Destroys America".
Summer 1998 ads announced that "in addition to their other amazing expoits, the band will perform in a temple of fire", possibly referring to the "ambient fourth set" of the Lemonwheel. (Concerts LA by Casenet actually listed Temple of Fire as the opening act for Ventura!)
Fall 1998 ads (e.g. for the Greek Theatre) read "ROAD SHOW '98 ... They drive FASTER & play HARDER ! ACTION... PHISH.... Their GUTS are as hard as the STEEL in their ENGINES." The ads showed a demolition-derby-type car with a number 72 on the side.
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