“I am your density.”

There were so many things we could have put on our latest billboard: messages, calls to action, business inspiration, invitations to events, and even more calls to action. But in the end, it had to be the immortal words of George McFly, “I am your density.”

Why pay NRG Media to display these words—of all the words we could have chosen—on a billboard for a week, on one of the busiest roads in Calgary? Words with no overt call to action, four words with zero connection to workshops or books or talks, and not one spec of hope for ROI; there must be a slick marketing campaign at work here.

Not really. Kinda. But not really.

“I am your density.” Is genuine, ridiculous fun, and is one of those things that if you get it you get it, and if you don’t, you will eventually (maybe).

It’s a quote from the movie “Back To The Future” when George McFly tries to connect with his future wife, Lorraine. He overcomes his fears and starts up a conversation with her, and then makes a mistake, blowing the one word that would tell her exactly how he feels, and it’s perfect.

It’s a mistake that we could all just as easily make, and in an awkward and fun way it tells Lorraine exactly how he feels: nervous and brave and awestruck and head-over-heels for her. This one misspoken word delivers his message better than any slick and polished script ever could because wrapped in those four simple words is the truth. 

Truth is something you feel, it has weight, and you recognize it when you see it. 

That is why it’s on a billboard, that, and because it’s fun. Who doesn’t need a little fun during endless rush hour traffic?