But one young man is wholeheartedly embracing the term. OMD's William Bonaddio lives opposite a Primesight billboard in Fulham and he has challenged himself to do/wear/eat/watch whatever it is advertising each week. This includes sporting the latest Wonderbra at work, booking a holiday to an unknown destination or enlisting in the army. So far, he's had to follow SyFy's hit TV drama V, which he found surprisingly entertaining.
He is (naturally) blogging about the experience at http://newbillboardday.wordpress.com.