This particular digital billboard usually displays static messages for 30 seconds or adapted TV ads before moving onto the next. In Bill's case, the media team bought 5 minutes at a time, over a period of two weeks. Each time Bill was on, he simply chatted about his life as a billboard and told dumb jokes.

Bill’s attitude helped keep Sprite relevant to a cynical young target market. He stayed true to his brand, provided a few laughs to the many people around him, and reminded everyone to Obey You.