The slogan “raising the bar” for cellular service is brilliant because it has the added meaning of signal bars. With this witty slogan, we expected them to have a creative billboard, but we did not expect this! The ‘calls’ literally dropped from the sign, reminding people why they hate dropped calls so much, just in case they forgot.
However, there’s only one thing we don’t get about this billboard: while we appreciate the idea behind it, we’re not sure the message is all that clear; if they’re trying to market themselves as the company with the fewest dropped calls, why did the call drop from their sign? That’s the opposite of what they’re trying to sell.