"We're just trying to get Canadians to stop texting and driving, which is projected to kill more people in Ontario this year than drinking and driving," the site says.
"Which should make you even madder than our billboard did."
The ad was created by the Montreal office of the John St. ad agency, and the billboard space was donated by Cieslok Media.
"People see and hear the words 'Don't text and drive' almost every day, but the number of people doing it keeps going up and up," said Mylene Savoie, the managing director of John St. Montreal. "So we wanted to think of a different way of saying it that would make people think about the real consequences. Which is where 'Text and drive' came from."