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Time doesn’t stand still for one billboard in Charlotte, N.C. In fact, it runs backward.

The ad, created by Boone/Oakley for Charlotte Plastic Surgery, features a huge, motorized clock whose hands move counterclockwise. At the bottom is the facility’s logo.

The idea was to avoid the “before-after” images or beauty shots often used in ads for the category, as well as remind folks that they could—metaphorically—turn back the clock for themselves via the center’s services, according to David Oakley, co-creative director at the Charlotte shop.

“That’s what they’re all about … making you look younger,” Oakley noted.

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