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.