I totally agree.
That is absoulute genius! Award winning stuff there.
I love it. People will be talking about that one for sure.
That would be my new favourite next to Appleton's Rum Billboards in Jamaica which read "Jamiaca's Finest Legal Export"
It's the gutsy stuff that stands out over advertising clutter.
Well, I did comment on this being a negative aspect, but when I see the spin you are putting on it, it makes better sense.
Kinda of like when a local ad agency here did a commercial for Ruby Tuesdays, where they were blowing up their last out dated restaurant, and in the news feed, the restaurant next door blew up. Quite and ad and it got people talking.
I also, saw some local billboards during 08 elections, that had a picture of Obama, but the ad said vote for George Bush. There were a few of those around with different pics and words that people were scratching their head over.
Anyway, maybe the negative stuff can work if it is meant to cause buzz. The way it initially came off to me anyway, was used car salesmen type lingo.