Maybe it’s more of a visual pun.
I don’t know.
All I know is that is sucks the shit off a dead cow’s arse.
If I need to explain further, it smacks in the worst possible way of the utter desperation of the creative team/agency/account man at the 11th hour when everyone else refused to touch it.
‘Give them (like a gift) the chance to own the road (an actual chunk of road)’. And these recipients actually seem delighted at these chunks of asphalt. How odd. And they don’t seem all that heavy. How much odder.
It even won an award for being shit.
Congrats, all involved.