[A] 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. And if you have, you probably came to this website to tell us what horrible people we are for running an ad like that. And you’d be right.
It is a horrible thing for a funeral home to do. But we’re not a funeral home.