LOUISVILLE, KY (WAVE) - The mysterious billboard messages discussing Chris and Jessica's relationship in Louisville are all part of a marketing campaign for the Louisville Ballet.
The ballet company confirmed the signs are to promote their upcoming Season of Romance.
Each of the billboards included a play on words with terms used in the ballet.
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Messages like, "We've reached a new stage in our relationship" and "It's time to talk about your performance issues" caught everyone's eye and went viral on Louisville message boards.
Some speculated the signs were promoting a new divorce lawyer, or possibly a men's clinic. In the end, the ballet gets all the applause.
The Louisville Ballet's Season of Romance begins Sept. 7 with "Romeo and Juliet."
A spokeswoman for the performance company, its Director of Marketing Cherie Perez, shared this statement: