“Oh my, is he serious?”

As we approached our gate, I couldn’t help but be struck dumb by the goofy looking dentist in the billboard posted directly across from Gate 20C. Enough to stop me in my tracks, I read the headline, and grabbed my husband, Bob, by his shirtsleeve. “Is it just me?” I asked Bob. He saw the sign, and we looked at each other. After having a good chuckle, we took seats waiting at the gate, where I attempted to test my new camera equipment.

In all likelihood, as a graphic designer and teacher of design, I am not your typical observer, but I was a captive audience during a five-hour layover. Let’s just say I had a lot of time on my hands. The poor airport gate agents had to stare at Dr. Gino’s new ‘doo day after day.

“Uh, he’s not working on my teeth.”

One of the agents walked over to a small group of us who were being entertained by the reactions of the rushing travelers. “Do you think we should call him?” the agent asked the group. Several passengers gathered around the sign, and the three agents pondered over the dilemma. Should they, or shouldn’t they call Dr. Gino and warn him about the ruckus his sign is causing?

“Yes, but perhaps that was his intention? It could be a genius marketing plan,” a female agent suggested. “Look at all the people who are drawn to the ad and are talking about it.”

Passersby were surely gawking and talking about Dr. Gino. Maybe they’re still talking today.

“Honey, you’re not going to believe this.”

Airline passengers pass the time people-watching at a busy airport terminal where a billboard greeted arriving and departing travelers.