‘Break In Case Of Boredom’

Drivers crawling along the San Diego Freeway in Los Angeles can now spend their commute time dreaming of zipping around the countryside in a 1999 Kia Sportage sport utility vehicle from Kia Motors America.
An eye-catching 3-D billboard (shown here) from Goldberg Moser O’Neill, San Francisco, features an image of the Kia Sportage enclosed in glass like a fire alarm. A large hammer on a chain dangles from the 20-foot-by-60-foot board, which carries the message, “Break in case of boredom.”
“The idea demonstrates how the Sportage SUV can take you away from it all,” said GMO group creative director Jim Noble. “People are looking for an escape, and Kia has provided the vehicle.”
Noble didn’t say whether an alarm would sound if the glass were broken. It’s likely a moot issue, though, since few people outside of Paul Bunyon would be able to lift the oversized hammer.
–Jane Irene Kelly