What’s with all the mysterious yellow rubber duck billboards in SC lately? Here’s what we found
A bright yellow rubber duck in front of a simplistic red background.
Cute and eye-catching, these billboards have popped up across the Palmetto State, garnering curiosity from drivers who may be asking themselves, “What’s with the ducks?”
It turns out that was exactly what the company was going for. These billboards, posted by Adams Outdoor Advertising, were designed to get attention.
Brandie Hayes, general sales manager for Adams Outdoor Florence and Beaufort markets, wrote via email to The Island Packet, “We’re thrilled to hear the duck campaign is stirring up plenty of curiosity — that’s exactly what we wanted.”
So, folks may still be asking, what’s up with the ducks?
“We’re keeping the full story under wraps for now, but mark your calendar for the week of August 25th — that’s when the big reveal happens,” Hayes wrote.
The company specializes in “high-impact” billboard campaigns.
While we won’t know for sure what these little ducks are preparing for until the end of the month, Adams Outdoor states their billboard campaigns are designed to help their partners “stand out” and make “advertising more powerful, personal and effective.”
Hayes said the campaign is running across all 18 of the company’s markets, with 35 “duck” billboards posted in Jasper, Colleton, Beaufort and Hampton counties alone.
In South Carolina, Adams Outdoor markets across Florence, Myrtle Beach, Sumter, Columbia and Charleston. It advertises in nine states, including North Carolina, Virginia, Pennsylvania and Wisconsin.
With public curiosity on the rise, the company launched a LinkedIn poll asking voters what they thought the ducks were for.
Given only four answer options: an ad for a new local business, event teaser, art installations or something totally unexpected, 49% of voters opted for the unexpected answer, while others turned to the comments to share their thoughts.
“Looks like Bath & Body Works to me,” wrote one commenter.
“Great way to sell new Jeeps!!!,” said another.
“I think Adams is marketing itself,” wrote another participant.
While the big reveal is set for the week of Aug. 25, Hayes says to “keep an eye on the skies (and billboards)” in the meantime.
This story was originally published August 23, 2025 at 6:00 AM.
