You might have heard that a certain celebrity couple got engaged this week—pop star extraordinaire Taylor Swift and NFL great Travis Kelce. 

Lot’s of brands reacted quickly to the big news including Old National Bank which owns permanent billboard space overlooking the Kennedy Expressway in Chicago. 

The billboard carries a different message every day, often a humorous take on a current event. When word broke on the engagement, the bank’s agency, Schafer Condon Carter jumped into action, creating and producing a client approved message in just three hours: 

“Mr. Swift Has A Nice Ring To It.” 

In May, shortly after the white smoke wafted from the chimney of the Sistine Chapel indicating the election of Pope Leo XVI, who hails from Chicago, this message was quickly displayed on the billboard: “Deep Dish. Now Available In Rome.”