A pair of mysterious billboards created a lot of speculation last week and even prompted a tweet from one of the producers of one of the most popular television shows in American history. The billboards, which are located near downtown Albuquerque, New Mexico, read “do NOT call saul” in alternating green and white letters.
According to Venue, the culprits have revealed themselves as Albuquerque personal injury law firm Revo + Smith.
The billboard’s messages are a direct allusion to the television show “Breaking Bad,” which was set and filmed in Albuquerque. The show, which aired on AMC between 2008 and 2013, starred Bryan Cranston as Walter White, a high school chemistry teacher diagnosed with inoperable lung cancer and Aaron Paul as Jesse Pinkman, his drug slinging former student.
The pair form an unlikely crime duo who manufacture and peddle high-quality methamphetamine, and the show has since garnered overwhelming public and critical approval. A spin off of the show, “Better Call Saul,” which features the pair’s shady lawyer Saul Goodman, is set to air in February 2015.
According to Venue, the billboards have sparked a number of theories and inquiries as to who may have been responsible for the billboards — including an October 15th tweet from Peter Gould, co-creator of the spinoff, which read “We didn’t do this – can anybody explain what this is about?”
Revo + Smith admitted last Monday that they were responsible for the billboards and said that they wanted to separate and distance themselves from shady lawyers like the fictional Saul and the stereotypes that they create on both the big and small screens.
Terence Smith, a partner at Revo + Smith says that the digital billboard campaign has “exceeded our expectations wildly, both in terms of how quickly it caught on and how much attention it’s gotten.”
The attention that these billboards has gotten is not surprising; in fact, 81% of drivers notice billboards when they’re driving down major highways and arterials, like I-25 in Albuquerque. What’s pretty convenient for “Better Call Saul,” is that some 33% of drivers say they’re reminded to tune into a television show from a billboard.
Billboards have been lining American highways for over 100 years now, but every now and then one creates a stir — though perhaps not always to this magnitude. The billboard have clearly been successful for creating buzz, but will be altered to include the law firm’s logo and a phone number for viewers who want an explanation.