Well, it’s that time of year again. Happy Mother’s Day to all the moms out there — even those who don’t fish.

Our very own Susan Perera is a brand new mom, so a very special celebration for you Susan!

We have been following Rapala billboard ads for the last several years, right around the time of the fishing opener (and Mother’s Day), and the 2012 edition is shown above and to the left.

I’ll have to say, I’m not very moved by Rapala this year, past years were far more creative in my opinion:

Rapala Taunts a Monster?

Good Bye Google, Hello Whudjagiddumon?

Rapala’s More Hits Than Google Billboard

Rapala Fishing Lures: More Hits Than Google? Or, More Cats Than You Can Shake a Stick At?

Which one is your favorite?