When putting up outdoor ads, it’s customary to install clean versions— and cede to the masses the furtive enjoyment of doodling penises all over them. DDB Stockholm alters the process somewhat in its latest long-copy work for pop-culture retailer Papercut. The ads feature tiny graffiti penises even before the unwashed citizenry can sharpen their Sharpies. The whole reason for the penis’s appearance is explained in the copy—which you can read in full here. (Basically, the angsty-existential piece suggests shopping at Papercut is more exciting than standing around wondering why someone drew a penis on an ad.) The ad is part of a series from DDB copywriter Magnus Jakobsson. The previous installment, titled “This is not your life,” you can read here.