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When it comes to advertising, there is still no greater statement than a giant billboard on the side of the road. While most billboards choose to display the entirety of their content at all hours of the day, the BBC / Netflix chose to do something a little different for the new Dracula mini-series that recently aired. More specifically, they chose to create a billboard filled with knives and details that–thanks to some clever lighting effects–truly comes alive at night. Once the sun sets and it’s vampire time, the previously mundane billboard transforms from knives and details into a shadow vampire face complete with fangs that–despite the fact it defies all logic–really sells the entire vampire narrative. Check out some images and gifs of the billboard here, and if you’re in the United States, watch the entire Dracula series when you hit the Watch Now button below.

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