The Herald’s Freeze Frame blog, written by its photographers, reports a marketing snafu near the Somerville/Charlestown line, apparently a site with magical properties that encourage that kind of thing.

The billboard, for Clickfil.com, asks what you’d do for $300. As an example of what you, Expressway driver, might do for 300 bucks, the ad featured a mannequin of a man in a business suit walking tightrope-style on top of the billboard. The Herald reports both Somerville and Boston fire departments got calls about a possible jumper, and the mannequin has since been taken down.

Clickfil appeared in MHT’s Startup Report earlier this month, and in an MHT report last week. The Woburn-based startup has developed a web site that automates home heating-oil ordering and billing.

Including the mannequin may have been a questionable marketing move, but the question is weirder: Wouldn’t it take a lot more than $300 to get you up onto a giant billboard?