Better Call Saul Fans Celebrate 20th Anniversary of Jimmy’s Billboard Stunt

A key moment from season 1 of Better Call Saul is being celebrated online by fans observing its 20th anniversary. This would be the time Jimmy McGill made the news for rescuing a man who’d fallen while working on a billboard, leaving him suspended high above the ground before the lawyer helped pull him up to safety. It was revealed in the series to have been a ruse to get some free advertising for Jimmy’s legal services, though his older brother Chuck (Michael McKean) was never fooled by it.

On Twitter, eagle-eyed fans have noticed that the newspaper bearing Jimmy’s picture with the story about the billboard rescue brandishes the date of June 20, 2002. Twenty years to the day later from this fictional event, many Better Call Saul fans have been celebrating the occasion. Of course, this would be the in-universe anniversary of the incident, as the first season of the prequel series is set in 2002, years before Breaking Bad begins. In reality, the billboard episode, “Hero,” originally aired on AMC on Feb. 23, 2015.


As one of the first big scams pulled off by Jimmy in Better Call Saul, this billboard hoax was particularly significant. When Chuck had discovered the media coverage it had gotten, he knew right away that Jimmy had set it up. He even holds resentment against Jimmy over it which later comes out in an explosive way during the acclaimed season 3 episode “Chicanery,” when Chuck names the billboard incident as one reason in particular why his younger brother deserved disbarment.

“That billboard! Are you telling me that a man just happens to fall like that? No, he orchestrated it! Jimmy!” Chuck laments.

How Will Jimmy McGill’s Story Come to an End?

It’s clear that the fun and games are over for Jimmy McGill (Bob Odenkirk) and Kim Wexler (Rhea Seehorn) following the events of season 6’s midseason finale. But where do these characters go from here? Fans are certainly concerned about Kim’s fate as she was not someone who appeared in Breaking Bad, meaning she could theoretically die before the series is over.

Meanwhile, we do know that Jimmy goes on to deal with everything that happens in Breaking Bad. However, each season of Better Call Saul had previously started with flash-forward scenes of Jimmy living a life on the run under a new identity as a Cinnabon manager in Omaha. We last saw him declaring that he was going to take care of the problem himself when he happened to be recognized by someone who seems to want something from him.

Season 6 did not start with a flash-forward scene, likely because the show’s creatives are saving the reveal of Jimmy’s ultimate fate for the very end. Will he die, will he go to prison, or will he stay on the run? We’ll find out when the series airs its final six episodes. The show returns to AMC and AMC+ on July 11, 2022.