Verizon's brief focused on showcasing the accessories they sell as well as showing consumers that Verizon is an easy solution when they need electronics. The concept for this billboard advertisement is based on humor and popular media. The missing item looks random in a suspicious group of objects, which adds humor and fun to Verizon's image. The tools are different popularly known horror-villain weapons and adds the humor of why a horror-villain needs headphones. It also challenges the viewer to find what is missing in the image. The concept focuses on the phrase "Missing Something?", which challenges viewers to find the missing piece in the images and situations, and points them towards Verizon as the solution to the missing piece.