Drake's "Certified Lover Boy" album drops Friday, and it's being rolled out behind a clever marketing campaign.

This week, billboards have been popping up around the country letting different cities know about their local artists who will appear on the album. Some of the billboards are straightforward. In Atlanta, the billboard reads, "Hey Atlanta, Slime, Pluto, Savage and Baby are on CLB." Those are nicknames for local artists Young Thug, Future, 21 Savage and Lil Baby. The Chicago billboard says, "Hey Chicago, Smurk is on CLB," letting them know Lil Durk makes an appearance.

Then, there's the more cryptic.