raising the bar

this past summer, cingular had this billboard placed right off of denny (as you were driving to the hill) in seattle. it must have taken me 3 weeks worth of commuting to figure out the general concept: cingular had raised the bars so far that they "literally" broke through the billboard's border.
as ryan mentioned, this concept raises more technical concerns and confusion then anything else. here, here, i say- a very bad ad.