NEW YORK, July 19 (UPI) -- A new billboard for HBO going up in New York City could generate as much watercooler talk as some of the cable television network's programming.
The billboard going up near Madison Square Garden will feature a TV screen with mannequins sitting in front watching HBO's upcoming series, "Rome," the New York Post reported Tuesday.
More mannequins will gradually be added -- with some climbing up and down the side of a building while carrying furniture to sit upon.
"This billboard will humorously represent the lengths people will go to watch HBO original programming," Eric Kessler, HBO president of sales and marketing, told The Post.
The $10 million ad campaign for "Rome" is HBO's most expensive to date.