While a second-season renewal before the premiere has even aired, the sharing of plot details and production photos, and the philosophy of eternalism have established that Better Call Saul exists, it wasn’t truly real until it began bleeding over into the physical realm via the above billboard. Spotted looming over Albuquerque, it’s an ad for the nascent Saul Goodman’s law practice as “Jimmy McGill”—the small-time, bigger-haired hustler who still had six years before he became involved with Walter White, and who had yet to find his niche playing a Jewish lawyer “for the homeboys who want a pipe-hitting member of the tribe.” Instead, in addition to a wig that made him look a bit like Frankie Avalon, Jimmy adopted the whimsical Irish lilt you’ll hear when you call the number, which—like Robert Forster’s “vacuum cleaner repair” service—actually greets you with Bob Odenkirk’s voice.
“Hello! You’ve reached the law office of James M. McGill, Esquire, a lawyer you can trust. Kindly leave your information at the tone and Mr. McGill will phone you promptly!” the message chirps, suggesting Jimmy McGill is definitely the one to call if someone is trying to steal your Lucky Charms. In case the number is busy, thanks to jerk websites posting about it, Vulture has helpfully provided some audio.