--- description: Take a closer look title: Better Call Saul: Billboard Isn't Quite What It Seems image: https://static.time.com/v3/assets/bltea6093859af6183b/blt91b15eed8234f21e/69869cd33bc99961991a4a5e/better-call-saul-pilot.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Entertainment](/section/entertainment/) ## Entertainment Update your preferences in [Account Settings](/account/preferences/) Close # This Doesn't Look Like a Billboard for _Better Call Saul!_ But It Is by [Eric Dodds](/author/eric-dodds/) ## Eric Dodds Update your preferences in [Account Settings](/account/preferences/) Close Jul 23, 2014 5:42 PM CUT  Bob Odenkirk as Saul Goodman, Michael McKean as Chuck. Bob Odenkirk as Saul Goodman, Michael McKean as Chuck.Ursula Coyote—AMC by [Eric Dodds](/author/eric-dodds/) ## Eric Dodds Update your preferences in [Account Settings](/account/preferences/) Close Jul 23, 2014 5:42 PM CUT The billboard pictured below is a real billboard that [an Instagram user](http://instagram.com/p/quguOXGL0C/ "undefined") saw on I-25 in Albuquerque, N.M., and at first glance, it doesn’t _look_ like it has a whole lot to do with Breaking Bad spinoff Better Call Saul! But once you remember what [we’ve learned about the upcoming series](http://time.com/2981831/everything-we-know-about-breaking-bad-spinoff-better-call-saul/ "undefined"), expected to premiere in 2015, however, the connection is clear. The show will be set in 2002, while Saul Goodman (Bob Odenkirk) was still known as Jimmy McGill. The [phone number listed on the billboard](http://www.vulture.com/2014/07/check-out-the-better-call-saul-billboard.html "undefined") also works, so feel free to give it a ring if you’re craving a message from Saul Goodman Jimmy McGill. \[via [_Vulture_](http://www.vulture.com/2014/07/check-out-the-better-call-saul-billboard.html "undefined")\] ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3023624/better-caul-saul-billboard/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3023624/better-caul-saul-billboard/"},"headline":"This Doesn't Look Like a Billboard for Better Call Saul! But It Is","datePublished":"2014-07-23T17:42:16.000Z","dateModified":"2026-02-21T09:17:58.653Z","description":"Take a closer look","url":"https://time.com/3023624/better-caul-saul-billboard/","keywords":["Television","Advertising","breaking bad","Bob Odenkirk","Better Call Saul"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt91b15eed8234f21e/69869cd33bc99961991a4a5e/better-call-saul-pilot.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Eric Dodds","jobTitle":null,"url":"https://time.com/author/eric-dodds/"}],"articleSection":"Entertainment","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt91b15eed8234f21e/69869cd33bc99961991a4a5e/better-call-saul-pilot.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"better-call-saul-pilot","caption":"Bob Odenkirk as Saul Goodman, Michael McKean as Chuck - Better Call Saul _ Season 1, Episode 1 - Photo Credit: Ursula Coyote/AMC","creditText":"Ursula Coyote—AMC","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/entertainment/","name":"Entertainment"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3023624/better-caul-saul-billboard/","name":"This Doesn't Look Like a Billboard for Better Call Saul! But It Is"}}]}] ```