As you may know Old National Bank owns permanent billboard space overlooking the Kennedy Expressway in Chicago.   

And over the weekend the financial firm put up a couple of messages on the board designed to put a little dent in the visiting Los Angeles Rams’ mojo for Sunday’s game against the underdog Bears. 

Weather conditions for the game certainly favored the home team with snow in the forecast and temperatures hovering around 15 degrees. 

On Friday, ONB posted this “greeting” for the Rams as they’re team bus arrived from the airport: “Hey LA, We Dare You To Lick The Goalpost.” 

A bit juvenile, but fans will be fans.  

A second message displayed Sunday before the game read: “Hey LA, That Warm And Tingly Feeling? It’s Called Frostbite.” 

Sadly, for home team fans, the Bears lost, although fans around the country who weren’t that invested in either team were treated to an exciting contest that went into overtime. 

Lesson learned: Highway billboards offer a great mix of reach, efficiency and attention. Denting mojo? Not so much.