For the upcoming Calgary International Film Festival, advertising agency WAX creatively constructed a crying billboard in hopes to generate a good following. Although this billboard is sad, it also invokes laughter as it reads: "Only the best films make it."

When examined closely, the man in the billboard is indeed crying and his over-expressed sadness generates a connection with the audience. The emotionally-driven billboard is surely making a hilarious, yet fixated relation for the Calgary International Film Festival.