The New Buc-ee’s Billboards Are Hilarious—and So Gen Z

It's giving Gen Z treatment? I hope I used that right!

If you’ve driven down a Texas highway lately and thought, “Did Buc-ee’s just hit me with Gen Z slang?” - you’re not alone. The beloved beaver brand is back at it with a fresh round of billboards that are absolutely dripping in TikTok energy. They’re bold, weird, and hilariously on-trend- and yes, they’ve officially gone viral.

As a millennial, I’m smart enough to know that if I tried to say half the things on these signs out loud, I’d immediately be asked to log off. But when Buc-ee’s does it? It somehow works. The internet has been eating these billboards up- screenshots are everywhere.

Whether it's “Buc-ee’s SLAY” or “Beaver Fit Check,” these signs are clearly not your standard roadside dad jokes anymore. Instead, they’re tailor-made to make Gen Z giggle and make the rest of us (hello, fellow millennials) squint and wonder if we’re being trolled or taught something new! Either way, they’ve become instant viral content- and you know a billboard's doing something right when people are pulling over just to snap a pic.

It’s not the first time Buc-ee’s has nailed a viral moment- remember their famous “risk it for the brisket” moment? Texans have long been obsessed with its massive stores, clean bathrooms, and cult-favorite snacks. But this new billboard campaign is a masterclass in knowing your audience. Gen Z humor is fast, chaotic, and borderline absurd- and Buc-ee’s just leaned in with both paws. The result? A wave of online buzz, TikToks, memes, and maybe a few confused parents trying to figure out what “fit check” means.

Meanwhile, here I am in El Paso, watching it all unfold online like I’m peering into some cooler, beaver-themed alternate universe. We don’t even have a Buc-ee’s out here- just a healthy dose of envy every time someone posts another viral sign. So until Buc-ee’s finally blesses West Texas with a location (seriously, what are we waiting for?), I’ll just be over here, laughing from a distance and resisting the urge to say “Buc-ee’s slaps” out loud. Because if I do, my Gen Z cousins might never speak to me again.