When I first moved to New Mexico, I was puzzled by the billboards which featured a stern cop and the word "ENDWI". What the hell's an endwi? Eventually I realized it was just the (weird) slogan from the state anti-drunk driving (Driving While Intoxicated) campaign.
In Aus I liked the roadsigns with random trivia questions along the really straight part of the road from Bundaberg to Brisbane, trying to keep your mind occupied so that you stay awake.
Got my attention.