This Darkly Clever Billboard for a Funeral Home Leaves Toronto Motorists Aghast

John St.'s PSA in disguise

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This 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.

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