“Earlier this summer, strange billboards and bus-stop ads started popping up around Louisville, Kentucky. A woman, Jessica, was sending public messages — that seemed really personal — to a guy named Chris. Things like, ‘Chris, maybe we should try role playing’ or ‘Chris, let’s talk about your performance issues.'” After a few weeks of letting folks in the city toss around theories (and they did), Louisville Ballet fessed up. And, says the company’s marketing director, the campaign worked in more than one way. (She also says that Chris and Jessica are real.)