What’s wrong with this ad?

I’ve recently seen this transit billboard on my regular subway ride from 34th street to Lafayette & Broadway on the F/V/B/D line in NYC.

Ostensibly, there’s nothing wrong with the ad – until you consider the context: except for probably a few El stops in Brooklyn and Queens, it’s in the subway. There’s no cellular coverage in the subway.

How many people are going to be so motivated as to record the SMS short code for use when they reach the surface? I’d like to know. Probably a lot fewer than people who would respond to this type of promotion on billboards above ground.

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