Upside-Down Billboards Along Highways Turn Heads

BOSTON (CBS) - A new advertising campaign has motorists around Boston turning their heads.

Big blue upside-down billboards have been seen on the Massachusetts Turnpike, the Southeast Expressway and Route 1.

"I think it's absolutely genius" said one woman in Brighton, as she stopped to look at the billboard.

It's advertising for Prime Motor Group and simply says DrivePrime.com, but it's upside down. You have to stare at it a moment to figure it out.

"I think it's funny," said Jeff Cronin, who makes signs for a living, "But it could be a distraction for drivers trying to figure it out."

One couple looked up at the sign, and the woman said, "That's great advertising," but her companion said, "It's got to be a mistake."

David Rosenberg, CEO of Prime Motor Group, says they flipped the billboards upside-down to catch people's attention, but also to prove that they are different.

"At Prime we decided that it was time for change," Rosenberg said in a statement on their website. "So we have changed the way we sell cars."