Those billboards reminded me of this:
Old timer goes into a saloon, sees a line out the door and around the corner. Old timer asks the barkeep - "What's with the line?" Barkeep points to a sign on the wall - "Make the donkey laugh, win $100" and the Old timer says - "Uh huh..." After all the other patrons try and fail, the Old timer walks up to the donkey and speaks softly in it's ear. The donkey brays hysterically. The Old timer collects his money and leaves. Sometime later the Old timer returns to the bar and sees a new sign - "Make the donkey cry, win $1000". The barkeep recognizes the Old timer and says - "You gonna give it a try?" and the Old timer says - "Uh huh..." After all the other patrons try and fail, the Old timer walks up to the donkey and speaks softly in it's ear. This time the donkey falls to the floor, tears flooding down it's face. As the barkeep hands the Old timer his money, he asks - "Just WHAT did you say to the donkey?"
The Old timer replies - "The first time, I told him my <billboard> was bigger than his. The second time....I showed him."