Uma Thurman is one fine-looking woman, and part of the power Quentin Tarantino's “Kill Bill” is the contrast between her almost serene beauty and the amount of blood she spills as she fights her way through scene after dizzying scene.

This was not lost on an agency in New Zealand.

Asked to come up with creative for the broadcast premiere of the movie for the country’s TV2 network, Saatchi & Saatchi created a billboard featuring Thurman, as you would expect, and blood, as you would expect.

Thurman is in her character's signature yellow outfit, holding a sword, which is in mid-swing, and blood is flying off the end of it, spattering the otherwise white sign in red.

But it doesn’t end there. Blood spatters the side of the building and the sidewalk and street below. It covers the top of a couple of parked cars, as well.

The campaign ran in April in the week before the movie aired. The billboard was put up on one of Auckland's busiest streets, and art director Matt Swinburne says it took a day to install. The blood-spattered cars were among the props.

“We used a combination of vinyl cut stickers and red paint to get a realistic-looking blood splatter,” he says.

It was the sort of movie for which almost any message would work as long as Thurman was in the picture. The use of the blood spatter, in addition to capturing the attention of passersby, exactly got what the movie was about.