Tesla Takes FSD to Times Square With New Billboard Ad

Tesla is taking its Full Self-Driving pitch to Times Square, putting the driver-assistance software on a billboard in one of New York City’s most recognizable advertising locations. According to Sawyer Merritt, the campaign is Tesla’s first Times Square billboard ad for FSD and is set to run through the rest of November.

The display promotes Tesla’s safety and mileage figures, telling passersby: “7x safer than a human when engaged. 15+ billion miles driven globally.” Those are Tesla’s advertising claims, not an independent finding that the software makes every trip seven times safer.

The campaign builds on Tesla’s gradual move into conventional advertising. Elon Musk said the company would try some advertising at its May 2023 shareholder meeting, and Tesla search ads for its vehicles and solar products appeared the following month. A prominent outdoor display gives the company another way to explain FSD beyond its existing owners and online followers.

Tesla has also used New York City for more unusual promotions. In April 2024, a Cybertruck towed a Model Y inside a transparent mobile gallery around the city, including a stop at Times Square. That earlier vehicle tour was separate from the new FSD billboard campaign.

For anyone encountering the feature for the first time, the “Supervised” part remains important. FSD can handle tasks such as steering through turns, changing lanes and following a navigation route, but Tesla says it requires active driver supervision and does not make the vehicle autonomous. Drivers remain responsible for paying attention and being ready to intervene.

In his November 14 follow-up, Merritt said he had confirmed Tesla launched the ad itself. He also explained that JPMorgan Chase had paid $10 million for billboard exclusivity years earlier. That historical arrangement should not be confused with the cost of Tesla’s current campaign; Merritt did not disclose Tesla’s advertising spend.

Would seeing FSD advertised in Times Square make you more likely to try it?