Here's another entry for the distracting-billboards file. To promote Avera emergency medical services, Milwaukee agency BVK put up a board in Sioux Falls, S.D., showing a car-accident scene—with smoke from one of the vehicles rising above the ad and into the sky, thanks to a smoke machine hidden behind the structure. The agency reports: "It worked, driving thousands of people to go online in the first week of the campaign. It also drew an unintended consequence. It got the attention of the fire department, who, after two days of smoke, decided to shut it down." That was after numerous calls to 911, reports the local paper. Expect Wonderbra to follow up its 3-D ad with a smoking-boobs billboard.