Here's Market St. in Oakland again. It's a nice residential neighborhood, but Lucky Strike wants something "gritty", "urban," and "hip". Check out the scale-- the "cool guy" on the billboard is about five times the size of the kid in front of the house. Yes, that's a real live human being. People actually live here, and they have children! This is where billboards become real stigma symbols. It's a nice neighborhood, but the billboard says "bad neighborhood." Who gets to define what reality looks like? Not the people who live here, but ad execs who live in another world.