Billboards create clicks

I saw this pic on Russell Davies' blog and it really got me thinking.

Who paid for the billboard?

Is it Icon?

Or Primesight?

Maybe it's some billboard association in the UK?

I have no idea at all.

There's no logo or url. Which is kind of odd to say the least.

The message comes through loud and clear.

But what's with the tug of war visual?

All of which leaves me thinking I really need to stop thinking about this ad.