Image courtesy Gulf Electricity.

By Kim Kalunian, WPRO News

After kicking up some controversy in Fall River, Gulf Electricity says they’re putting up more billboards featuring a scantily-clad woman’s leg.

Last month, Massachusetts State Rep. Carole Fiola took to social media to speak out against the Gulf billboard on I-195 that featured a stockinged woman’s leg flicking on a light switch with the toe of her black high heel. The caption read, “Are we turning you on yet?” Some people agreed with Fiola, who called it “offensive,” “tasteless,” and “stupid.” Others disagreed, and thought it was funny and clever.

In a news release, representatives from Gulf said, “The imagery, like any effective ad campaign, is designed to be playful, attention-getting, and different from other competing messages consumers are exposed to. It was purposed to generate publicity, awareness and get people talking about ‘Gulf Electricity.’”

Gulf said some people didn’t like the billboard, but “the overwhelming response and opinions conveyed on the messaging have been tremendously supportive and in concert with the playful innuendo imbedded in the tagline.”

The ads have been so successful in fact, that they’re putting up new billboards on I-290 in Worcester, on I- 95 in Fairfield, CT and on I-95 in Providence.

Plus, Gulf is planning a “second leg” of their campaign to reveal more about their message than first meets the eye – new ads will show the rest of the woman: a mother, sitting on her couch reading to her child. This time the tagline reads, “We’re more than what you thought we were.”

Gulf said both men and women have signed up for Gulf Electricity in record numbers based on the ad campaign.