Occupying the passenger seat of any car driving Illinois highways offers the joy of billboard watching. Kareoke radio solos aside, it’s the only joy to be had traveling our flatbread terrain.

El Cortez Mexican Restaurant! Simply the Best!

We are HIP HOP! University of St. Francis!!

4 MEALS! UNDER 4 dollars!!!

Free EYE exam!!!

A MODERN hospital, close to home!

NOW OPEN: Affordable, assisted-style living!!

Chicken Basket! Race Karts! Best Western Ahead! FIRESTONE!!

I like that nobody strategized this. Nobody crafted my experience based on focus groups or brand recognition. Billboards are random stabs at my base consumer instincts and thus retain a small element of surprise. They also are brief.