This Darkly Clever Billboard for a Funeral Home Leaves Toronto Motorists Aghast

John St.'s PSA in disguise

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

This billboard, which went up this week next to the Gardiner Expressway in Toronto, is provocative in the extreme—blatantly urging drivers to text and drive as a way of drumming up business for the advertiser, Wathan Funeral Home.

But there's a method to the madness.

It's actually a PSA from the Montreal office of agency John St., in partnership with out-of-home company Cieslok Media. No, Wathan Funeral Home isn't real. But it does have a website, where angry motorists who've Googled the place are confronted with this message:

If you're here, you've probably seen our "Text and Drive" billboard.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in