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Digital road sign pranked with cheeky message about hot moms in North Vancouver

Drivers in North Van were surprised by an unusual road sign request Thursday morning featuring an acronym for sexually attractive moms.
This digital road sign in North Vancouver was apparently reprogrammed with a cheeky and unsanctioned message Thursday morning (March 24).

A sophomoric sense of humour was literally on display early Thursday morning in North Vancouver after someone hacked an electronic road sign with a distinctly unsanctioned message.

For anyone driving by on Thursday morning, the portable digital message board on Marine Drive near Philip Avenue was encouraging “Honk for MILFS,” referencing a cheeky term for a “yummy mummy” popularized by the movie American Pie that has nothing to do with road works.

One driver who saw the sign and posted a photo of it on social media was not amused, writing, “Apparently someone in the department cannot be trusted with some adult professional responsibility.”

The North Shore News received a further call mid-morning Thursday indicating the wording on the sign hadn’t been changed yet.

In response to enquiries from the News, District of North Vancouver spokesperson Courtenay Rannard said municipal staff have confirmed the digital sign board is a Ministry of Transportation and Infrastructure sign, not a municipal one.

On Thursday afternoon, the Ministry of Transportation issued a statement to the News, confirming their contractor's sign between Pemberton and Lloyd avenues had been hacked overnight to display an "inappropriate message."

The original message on the sign advised drivers of overnight lane closures on the Lions Gate Bridge, related to the upgrade to the bridge’s counterflow system, according to the ministry.

The ministry statement added that the sign has since been fixed.

"The ministry will be reminding all contractors to ensure appropriate measures are in place so that messaging on portable signs cannot be accessed," added the statement. "The ministry takes steps to ensure the correct message is always displayed on its digital message signs around the province by using an automated message validation process to scan and validate messages."

According to Wikipedia, the road sign prank isn’t the first time someone has raised eyebrows with the use of the naughty acronym.

The online encyclopedia noted that in 2002, a Washington state resident reportedly applied for and received a vanity license plate reading "GOTMILF," a parody of the "Got Milk?" advertising slogan, but it was later cancelled after complaints were filed.

Also according to Wikipedia, in 2007, low-cost carrier Spirit Airlines ran a controversial advertising campaign using MILF(s) to promote their tropical destinations, based on a different acronym: "Many Islands, Low Fares."

In 2016, Wikipedia notes, singer Fergie also released the song M.I.L.F. $ as well as an accompanying video featuring numerous famous mothers.

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