Bright yellow. Big-eyed. Smiling like they know something we don’t.
From the Carolinas to Michigan, Illinois to Pennsylvania, and everywhere our billboards reach, these mysterious ducks have been appearing in cities, neighborhoods, and along busy roads — no words, no logos, no explanation. Just a little yellow duck, minding its own business… and somehow impossible to ignore.
Whatever the reason, they’re turning heads, sparking conversations, and appearing in more places every day. Could it be a hint, a warm-up, the start of something bigger, a marketing stunt, a secret event, or maybe just… ducks being ducks?
One thing’s certain: they’ve got our attention. And maybe that’s the point.
We asked LinkedIn what people thought was behind the duck billboards. The results are in:
Nearly half of participants are betting on the unexpected — and that’s exactly the kind of curiosity we were hoping to spark.
IN THE NEWS
Our ducks are making headlines. The Post and Courier covered the campaign, calling it a mystery that has South Carolina drivers talking.
Marketing experts weighed in:
“We’ve become very good at ignoring ads. You turn off the TV, you press mute, you don’t read the email, you delete it right away. And so, more and more now, what companies are trying to do is find situations where consumers cannot escape ads. Roadways are one of those places.” – Elise Ince, University of South Carolina, Darla Moore School of Business
Ince also explained that curiosity is a powerful motivator — and the duck works because it’s simple, positive, and likely to make drivers smile.
“The symbol of a rubber duck has zero clear negative connotations — in fact, it may bring a smile to the face of drivers.” – Elise Ince
And from Adams Outdoor:
“We’re thrilled to hear the duck campaign is stirring up plenty of curiosity. That’s exactly what we wanted,” said Brandie Hayes, Adams Outdoor Florence and Beaufort general sales manager.
People Are Quacking / Duck Sightings
A quick roundup of the best posts and threads buzzing about the ducks.
Share it with #WhatTheDuck and tag @AdamsOutdoor.
Keep your eyes open — something tells us this story is just getting started.
Partner With Adams Outdoor Advertising
If a simple duck can get people talking, imagine what the right billboard campaign could do for your business. At Adams Outdoor, we help local businesses and national brands unlock the proven power of billboard advertising. From high-impact static displays to dynamic digital and programmatic solutions, our campaigns build awareness, spark curiosity, and drive measurable results.
Ready to see how billboards can work for you?
Adams Outdoor Advertising
