S.C. Billboard: Got Cave?
Schoharie, New York
For this billboard, an oversized version of Secret Caverns iconic "First Explorer" cow (identified by its blue First Place ribbon) stands next to the cave's "100 Ft. Underground Waterfall." More than just an appropriation of the Got Milk? campaign, the billboard subtly hints at Secret Caverns origins; it was discovered by a cow falling through a hole in a pasture into a cave. "If it wasn't for falling cows," said billboard artist Todd DelMarter, "there wouldn't be a damn lick of tourism in Schoharie County."