I wouldn’t have figured out if it weren’t for the tag. Of course, it might be because I’m a woman.

@Rez, very good question!!!

I’ve got no idea what the gag is supposed to be. Is the light cast on it supposed to represent breasts? If so, what does that tell me? Playboy has breasts in it? Yeah, thanks for that. And what’s with “Play,boy!” logo? What does it mean??!!!!

I do not think this is a terribly effective campaign… but the beauty of it is, if anyone complains about it being just a “boob” ad, they can say, “what are you talking about… those are bunny ears”

I thought the billboard as ‘blank’ as someone had stolen it because it was a hot Playboy shot?? Didn’t think the lighting had anything to do with it??

Breasts.

I reckon during the day the dark part is still dark so u’d see something still.

Hamburg phone numbers are only 6 digits… I didn’t know that.

P.S. this ad sucks.

…[Via]…

Ok Here’s what I think. It’s a good idea with poor execution If they really wanted to do this. They should have added a bit of light work into this. So that it shows a tiny bit of detail by putting some pieces of metal in between the light sources and the board. I know that takes a highly trained team but come on these things are really not going to be seen as is.

It took me 1 minute and my eyes are trained for this stuff.