you can see hannukkah pricing meaning the cheap. >> i don't find it offensive. >> you find it funny. >>? humorous. >> i saw it on the highway and i was offended by it. we're all god's children. >> reporter: the peel behind this bill board already had some controversial ads in the past. so what were they thinking with this one? >> we were celebrating hannukkah. we're saying it is a great holiday. it is eight nights. great value. come on. >> we have four partners of the jewish faithful we had a lot of people to poll off of. >> reporter: previous billboards have said hampton's quality, new york prices. movie star quality, reality star prices. even escort quality,ing whoer prices. they never anticipated such a back lash. >> they're a nice company, a little fun. it's about vodka. it is not being mean and nasty about things. >> reporter: negative reaction has been fast and furious. the anti-defamation league website labels the ad crude and offensive and demands the billboards be taken down.