The billboard was placed on two adjacent vertical sides of a building in one of the main streets in central Tel-Aviv, where thousands of people pass by every day. Each side of the billboard features a close up of a smiling face (one of a boy and the other of a girl), while two mannequins dressed as window cleaners slide on cable from the top of the building to clean the exposed teeth.

The extraordinary billboard had become the busy street's main attraction. On their way to work, dine, shop or party, people stopped under the huge smile and grinned back. The word had soon spread and people began to plan their ride through the city so it will include this junction.