No, you can’t hack Times Square billboards

Times Square billboard hack

Even though everything even remotely cool usually turns out to be an ad for something these days, it's still disappointing that this clip of a guy hacking video billboards in Times Square with his iPhone was part of a viral campaign for some movie. I guess it should have been obvious in retrospect, but maybe I just wanted to believe. In any case, the men behind the ad, James Percelay and Michael Krivicka, can "represent the new age in advertising" all they want, but if no one understood that their ad was an ad, let alone what it was an ad for, then they kinda blew it, didn't they? Ads are kind of like jokes in this respect—if you have to explain the punch line, it wasn't funny. Then again, this particular movie opened at No. 1 at the box office this weekend. So, is the joke on me?