This billboard makes clever use of the black building behind it to create an optical illusion where the "arm" reaches out from a grille and claws at cars below. While I envy the execution I'm not entirely sure I understand the idea... Usually tired driving is associated with long haul driving not inner city commutes (the billboard is in a car park of a grocery store and the arm is made up of household chores - vacuum cleaner, lawn mower and random items - dog house, rugby ball, computer). 
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