Or does it become a brand's expected M.O.? Case in point, Bluefly.com, a site where designer clothes and accessories can be bought at a discounted price.
Back in 2005, H&M placed a ginormous ad on the Flatiron building, much to my dismay. Placing an ad on a faux pyramid in the middle of the desert, however, seems appropriate in my book.
If portable heaters were part of this ad campaign, lots of people would be late for work.