A new billboard featuring the iconic bunny in a New York City subway station has popped up in the city.
The billboard depicts a New Yorker with a New Jersey accent and wears a T-shirt that reads “It’s a Big Country,” according to a New Yorkers Daily News article.
The advertisement, created by artist and singer-songwriter Adam Wackerman, says the bunny was inspired by the fact that “it’s a big country,” according the New York Times.
“A country that’s a lot bigger than we are,” Wackermans voice says.
The ad, which has been on display in Times Square and Times Square subways since May 19, is a response to the state of New Jersey’s opioid epidemic, according to the newspaper.
In 2016, New Jersey Governor Chris Christie declared a state of emergency for New Jersey after more than 4,500 overdose deaths were recorded.
The Associated Press contributed to this report.