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From Crave Online:

Rock royalty Queens of the Stone Age are in the process of creating an animated film based on Bulby, the smoking broken lightbulb that graces the cover of their latest album, Era Vulgaris.
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…head Queen Josh Homme had this to say: “The title has an accidental air of seriousness, and I think that just helps to kind of illustrate that, ‘No, no, no, not that serious actually,’ you know. I also think that it kind of strikes a little bit of a balance between that ’50s generation of advertising, that sort of naive generation where Drippy the Oil Drop sold Exxon Oil or Fred Flintstone sold smokes, you know, which seems really Satanic.”

Interpretation of Josh’s explanation pending.