Ad block this!

I often use the expression the headline is doing the heavy lifting.

This Danish bus-panel is a great example of what I mean.

Or is it?

Put this headline on a banner ad and it doesn't work.

Which means it must be the use of a bus-panel that's doing all the work.

Or is it, as is so often the case, a connection of two unrelated things.

Ad blocking is happening online.

So they chose to highlight the problem offline. On a bus.

Bingo!