Forget TVs in elevators, logos printed on beach sand, urinal guards that talk (please forget those). Powell in New York has appropriated the latest ad medium: metal gates that come down over stores at night. Last week, the shop gathered a crowd of Miami Ad School interns at Manhattan's Rivington Street to watch as artists such as Maya Hayuk—of the most recent Absolut Raspberri TV campaign—painted three nightshades with Rheingold beer-inspired art. "This was the first time that we had a series of [nightshades] in a row; we thought it would be an interesting event," says shop founder Neil Powell. Building owners are warming to the advertising idea, he says. "In the beginning, it was a tough sell," he adds. "Building owners spend a tremendous amount of time trying to keep nightshades clean of graffiti and profanity. But we've been able to convince them it's good for the community, the artist, and Rheingold."