With one headline on a Harlem train station, we turned Smirnoff into an overnight viral success. Written a couple months in advance, we figured the Russia investigation would only heat up. We were right. Comey testified three days before this went up.
When an NYC commuter posted an image of the billboard on Twitter, it quickly took off, reaching the front page of Reddit in one day.
The story was picked up by the international media and made headlines in the UK, Germany, France, India, Mexico and many more. Conan even did a sketch based on the ad.