What's missing is inspiration. MMmkay?

Resume has a picture of a long billboard in Stockholm today that spells out the line: What's _issing _n St_ckholm?

Resumé reckons that they nicked the clever missing letters idea from the campaign for H&M that read: _HATS _ISSING in SOHO?.

I saw those when I lived in New York in 2001, but didn't have my camera handy.

We'd just like to point to earlier ads in Badland ingle Ells for J&B and illeniu for M&M's, the M&M's did this eight years ago and the J&B ad is more than thirty years old.