A Pak'nSave billboard in Palmerston North has drawn some cheeky comments online thanks to a little help from an ill-positioned pole.
The billboard has a drawing of a person holding a rugby ball alongside the words "Ruck Me! That's low prices".
In a photo of the advertisement shared on Reddit, however, part of the billboard is obscured by a pole.
The result is that the "R" looks like an "F", changing the the word "ruck" into something a little less rugby-related.
"Love that pole placement! Keeping it classy in Palmy...", wrote the Reddit user who posted the photo.
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The image has gone viral online, eliciting positive, negative and some just plain confused comments.
According to one Reddit user, the sign is located on a building on Rangitikei St, opposite Cuba St.
"They know what they're doing," wrote one person on the thread.
"Love NZ," chimed in another.
Some, however, were a little more sceptical, writing, "is this real?"
"I live in Plamy, but I haven't gone out to the square in about two weeks."
Others, curiosity piqued, were intent on seeing it with their own eyes.
"Haha, I'll have to skate past and have a look on my way home from work this afternoon."
The sign didn't interest everyone though, with one person making it clear they had more important things to look at than unfortunately angled signs.
"I'm pretty tired. How about we just watch some TV and go to sleep?"