Ad Creep Hits the Water With Floating Billboards on Lakes

Only an ad executive would look out on Lake Washington in Seattle and realize, as he drove away, that "there were no billboards." And then decide to put 14-foot-tall inflatable placards out on the water. They're the brainchild of adman Darren Bruce, whose signs can connect to make one giant 14-by-192-foot billboard. (Seattle's Department of Planning and Development and the Seattle Police both said there are no local regulations governing floating billboards.) The space will be sold to advertisers after Bruce breaks in the new location with public service announcements.