What's the message behind the '$UH?' billboards?
The free-agent pursuit of Lions defensive tackle Ndamukong Suh is one of the biggest NFL stories of the year.
And somebody decided to provide Metro Detroit motorists with a constant reminder that Suh is on the hunt for a big payday.
First spotted Wednesday morning, multiple electronic billboards around the metro area now have one slide that simply reads, "$UH?"
Why the question mark is in there is anybody's guess. Suh made it clear last season he would look for as much money as possible when he said his agent Jimmy Sexton would decide where he'd sign a new deal. Perhaps it's questioning whether the Lions will be the team to reach an accord with Suh.
The advertisement is being hosted by Outfront Media, an international company with offices in Detroit, Flint and Grand Rapids. Bob Brown, the general sales manager for the Detroit office, said he couldn't say who purchased the ad space, how many billboards the group purchased or how long the message would run.
However, Brown said the same group funding the Suh billboard also paid for billboards in January that said, "Detroit Lyin'." Those ads featured a picture of a referee and made a pun on how the Lions lost to the Cowboys in the playoffs after the officials waved off a pass interference penalty.
Typically, a digital advertisement like these costs about $1,000 per week per billboard depending on the location.