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Context Is Everything

76 Billboard on Side of Building

If I’m going to razz the contextual ad networks every time they put life-insurance ads next to killed terrorists or job-board ads next to news about Steve Jobs, I better do the same when I spot a poorly-placed billboard like this one. I love the new 76 campaign, We’re on the Driver’s Side. Unfortunately this billboard — “Maybe there’s a cop behind this billboard, maybe there’s not” — isn’t a stand-alone advertisement along a freeway behind which a cop might hide. It’s attached to a yoga studio in Bernal Heights in San Francisco. If that cop is in savasana, I’m not too worried he’s going to pull me over.