‘Completely false’: Sugar daddy billboard scandal unravels as ad company denies involvement

A controversial mobile billboard advertising for a “rich, old and lonely” sugar daddy in Sydney’s exclusive suburb of Mosman may have been a hoax, with the advertising company pictured with the truck denying any involvement.

The ad, featuring a scantily clad woman kneeling on a bed alongside the message “I’m looking for a sugar daddy”, went viral after media outlets - including the Daily Telegraph and Mosman Collective - reported on outraged locals reacting to its presence on Sydney's Military Road.

News outlets around the global pounced on the story, from Yahoo to The Daily Mail and New York Post, but in a dramatic turn of events, Mobile Marketing Australia, the company pictured with the billboard, has now distanced itself from the stunt.

‘Completely false’ - Ad company calls out hoax

“I can’t believe it,” a Mobile Marketing Australia employee told Marketing-Interactive. “It’s pretty wild. I have never met this person, Shianne Foxx. If she can produce an invoice or even an email to show that it actually happened, I would be very shocked.”

The employee said the image had been photoshopped over a legitimate commercial that was driven through the streets of Mosman on Tuesday, March 19. The denial casts doubt on the story that has dominated Sydney social media feeds, where Mosman residents have reacted with outrage, disgust - and amusement.

Did the billboard ever exist?

OnlyFans creator Shianne Foxx, also known as the “Bikini Tradie,” originally claimed she had spent $2,000 to hire the ad.

Foxx told multiple outlets she had already received hundreds of texts and calls, including from a widowed Mosman man she was in discussions with.

“I don’t even talk to them unless they send a screenshot of their bank balance first,” Foxx told local outlet Mosman Collective.

Now, with the company denying involvement, the entire incident is under question.

Viral outrage over a non-existent ad?

Regardless of whether the billboard was real, the story clearly struck a nerve. Mosman residents flooded Facebook groups with complaints, with one woman saying “My seven-year-old read it out loud and asked what it meant. What has this world come to?”

Others were less offended, with one joking “Target audience spot on!” and another adding “If she wants a sugar daddy, I’m going to give her diabetes.”

But with Mobile Marketing Australia denying any role in the stunt, questions remain.

"We usually try and stay clear of this type of stuff," the employee said. "But what can you do? At least it shows our ads are effective."

Foxx has been contacted for comment, but for now it seems she has pulled off a well-executed prank.