I’ve written previously about truck-eating bridges, relatively low bridges which are frequently slammed into by oblivious box truck drivers. Here in Boston, we call such incidents “Storrowings”, after the crosstown route where they most frequently occur. In the years since my previous post, neither the design of Storrow Drive nor the bridges that span it have changed, so it’s not surprising that the calamities have continued unabated.

Local brewery Trillium even has a beer called “Storrowed”, named for the phenomenon. From their product page:

Our annual move-in season Double IPA serves as a PSA to warn against the Boston phenomenon of lodging a box truck under a low clearance overpass on Storrow Drive…Be sure to heed the low clearance warnings at the Storrow Drive entry points!

When Trillium introduced “Storrowed”, they did so by posting the following to Instagram:

[Photo credit: Trillium Brewing]

That was a digitally manipulated image, designed to get attention. While it came from a real crash, as you can see in this collection (image #11), it involved another company’s truck.

This past Friday, the bill finally came due for that ruse. One of Trillium’s own drivers failed to follow warnings from both road signs and their own company’s marketing. In the second of (at least) two Storrowings on May 10th, a Trillium vehicle found itself on the losing end of a truck-and-bridge collision.

[Photo credit: NBC10 Boston]

That picture is real, and it’s tremendous. At least a part of me wonders if this isn’t actually a truly diabolical marketing ploy. Even if it is, this may just be the funniest Storrowing yet.