A billboard on Delaware Avenue in Albany has some motorists doing double takes.

At first glance, drivers might think it is delivering a nasty message. But it’s not “the finger” they’re thinking of. It’s actually a ring finger in an ad for We The People offering help with divorce for the low cost of $499.

Full disclosure alert, We The People is one of the many NEWS10 ABC advertisers. However, we actually found out about the billboard from a viewer. He emailed us saying he felt it was disrespectful and made light of something that can tear families apart.

“At first we were a little concerned about how provocative it was,” says Rose Szymborski, manager at the We The People Wolf Road office. “Some people weren’t too keen on the idea, but once they realized that it was not the actual middle finger, they realized what the actual message was.”

She says the company’s interest in more provocative billboards began with one placed near the Saratoga Race Course during the 2018 summer season. That one read: “Didn’t pick a winner?”

“Did it work?” NEWS10 reporter Anya Tucker asked.

“It definitely worked,”Szymborski answered. “We had a lot of feedback. Positive feedback. And like I said, we keep it lighthearted because it’s a major event in people’s lives. It’s not always the best time in their lives.”

We asked several residents who live and work near the billboard on Delaware Avenue what they thought. We could not find one person who said they felt offended.