This Real Estate Agent Wants to Have a Word with New York
Theresa DiNapoli is a real estate agent in Sarasota. She knows exactly what it feels like to be a New Yorker who's completely over being a New Yorker — because she was one.
So she did what any reasonable person would do. She bought three billboards in Queens and told New York to go F****** itself.
That's more asterisks than the word you're thinking of.
Which means she didn't say what you think she said. The URL underneath pays it off: FisforFlorida.com.
Oh. Go Florida yourself.
That moment — that little recalibration — is the whole campaign. And it's a good one.
Theresa isn't trying to talk to all of New York.
She doesn't want the people who love it there. She wants the ones who are already done — doing rent math at 2am, seriously considering whether winter is a personality defect, quietly checking Zillow in places with palm trees.
For that person, this billboard doesn't feel like an ad. It feels like a sign from above.
The double-take is intentional. The mild offense is intentional. They're remembering it at dinner. They're texting their friend who just moved to Tampa. They're typing FisforFlorida.com into their phone while pretending to look at something else.
That’s the job of out of home ads.
Drop the mic. Walk away.
Most real estate billboards are a headshot, a phone number, and a tagline nobody asked for. This one has no photo of Theresa. No credentials. No "call me today." Because the campaign isn't about Theresa — it's about the commuter white-knuckling through black ice in 25°. You meet Theresa at the microsite. On the billboard, she's just the voice in your head that finally said the thing out loud.
The supporting wall posters stay in the bit. Taking over the whole corner means no competing messages, no visual noise — just more campaign. Another joke to land on during the next commute.
718 Outdoor's Glenn Merone — a New Yorker, for the record — pushed this idea over the fence. Theresa had her doubts. Glenn knew exactly how his city would react, and more importantly, who it would resonate with. Even though it hurts him a little.
FisforFlorida.com is where the billboard hands off to something real. The site leans into the same voice — it knows why you're there and doesn't pretend otherwise. From there, you can browse listings and book a no-pressure call with Theresa directly. No hard sell. Just someone who made the move and can tell you what it actually looks like.
The whole thing is low friction by design.
The billboard does the emotional work. The site handles the rest.
Theresa's not just selling homes. She's turning a whole borough into potential buyers — one F-word at a time.
We put a lot of f****** thought into every billboard we create.
If you want creative that actually does something, let's talk.
