Subway word balloons popped

A local marketing firm designed subway ads for a local medical practice. The hook: to give the ad a 2.0 vibe by using empty comic-style speech bubbles to represent the prospective clients thoughts:

Now, in all honesty we expected our ads to be written on – that was a bit of the point. But we didn’t design them to encourage vandalism; being subway riders ourselves, we simply recognized that boredom + creativity + mischief often leads to ads being written on and remixed (sometimes with hilarious results), and we decided to capitalize on it.

And as predicted, within hours people started filling in their feelings . . .

. . . prompting the firm's media placement company to yank the campaign.

Boo. It was fun. And clever.