Only a few miles north of Boston, Powerade unveiled an electronic I-93 South billboard that reads, “Congrats, LeBron. Championship has a nice ring to it,” as reported by the Boston Metro.

Just weeks after the Heat’s LeBron James averaged 33.6 points, 11.0 rebounds and 3.9 assists per game to defeat the Celtics in a seven-game Eastern Conference finals, what better time for the sports drink company to remind Boston basketball fans of their most recent heartbreak? At least Butterfinger wasn’t behind dropping 900 pounds of the candy bars on Copley Square in thanks to Wes Welker for his drop in Super Bowl XLVI.

I’m guessing Gatorade sales just soared in New England. No word on James’ awareness of the Boston campaign. Maybe Zico should unveil a Kevin Garnett ad in Miami reading, “Congrats, LeBron. Suck on my coconut water.”