Passers-by at various locations in New York City, San Francisco and Los Angeles shouldn't get spooked if they see lights flashing from above.
No, it's not your Maker coming to get you. It's the recent frolic by Saturn Corp. to introduce its new L-series mid-sized car.
Life-sized L series - the car itself, not just a picture - have been attached to billboards in each of those cities, with tire tracks suggesting the car drove right onto the board. If it rains, the windshield wipers wipe; at night the lights come on.
It was the idea of Hal Riney at Publicis & Hal Riney, Saturn's advertising agency.
'One day Hal just drew it on the back of an envelope, and we decided to go with it,' Walter Smith, a senior vice president and the Saturn account director at the agency, says with a chuckle.
Smith says the heavy parts of the car, such as the engine and transmission, were removed, but the body, frame and interior are intact.
The boards went up Aug. 1 on Sunset Boulevard in Los Angeles, near the Bay Bridge in San Francisco and in Times Square in New York. They will stay put for about 60 days.
The cost: Less than $500,000, Smith says, without getting more specific. 'It's not a huge expense, just a neat idea with a big feel,' Smith notes. 'That's what you want to get from a campaign - a feeling like it's a big thing.'