‘STOP ICE’ billboard turns heads in North East

MILLERTON — A billboard located in North East recently received a new advertisement, and the message is catching drivers’ attention.

At first glance, the billboard appears to convey a political message. In large capital letters, it reads, “STOP ICE.” But in much smaller type below, the sign clarifies its real pitch: “from filling your driveway potholes next winter — pave it. Call Ben.”

The advertisement is for B. Metcalf Asphalt, a local paving company.

Ben Metcalf, the business owner, declined to comment on the billboard or his advertising approach.

However, after a photo of a new billboard was posted on Facebook, people started to weigh in, with some expressing alarm.

The sign — visible to drivers travelling south on Route 22 — is located on property owned by the McEnroe organic farm operation across the road from a New York State road salt shed.

One Facebook user called the billboard a “low-tech version of clickbait.”

Some residents said the billboard caused them to hit the brakes. “It startled me,” said Facebook user Karen Knudson. “Going past the sign at 50mph STOP ICE is all I saw!”

“Putting anything politically incitive on a sign advertising your business is probably a bad idea,” Dennis Williams commented. “You’re likely to cut your potential market right in half.”

While some made claims of self-promotion, an overwhelming number of Facebook comments indicated that the sign was mostly effective advertising, not intended to lean toward any side of the political issue.

“It got everyone talking,” one user wrote.

“They often have somewhat edgy outdoor advertising,” another user commented.

Pine Plains documentary filmmaker Stan Hirson, 88, posted the photo to Facebook, where it drew nearly 63 comments as of press time.

“My goal in all my work is to build community by bridging different types of people and getting them to interact with each other,” Hirson said. He said he doesn’t often take a stand on issues but likes to get people talking.

“Sometimes it’s messy, okay? If you look through some of the replies on this very innocent billboard post, you’ll see hostility,” he added. “People get very snarky and they need to show off. That’s ok, but we really need to do it face to face.”