There are few enterprises that mimic the illusion of American freedom more than driving. Consider the bullied American ego operating high-speed heavy machinery. Vehicles are available in a variety of designs. There's the careless brute, the considerate pussy, the average slow-mo, the oblivious unsure, and many, many more. Such variety ensures the systematic absence of cooperation on all roadways.
And what would any given highway moment be without capital suggestion? Answer: An empty billboard! "Roadvertising" keeps drivers' attention where it should be: focused inward, to consider what they need at the next exit.
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