A provoking billboard of Bulgarian Boliarka beer is causing chaos on the streets of the Italian city of Savona, reports say.

Several accidents took place after citizens and drivers diverted their attention while leering at the billboard that portrays a well-endowed young lady urging all to choose the Bulgarian beverage, Italian newspaper Il Giornale announced.

Under the headline "Traffic Goes Haywire Because of a Bra", the newspaper tells the tales of a chain-crash that happened because of the sizzling poster and of a senior citizen, who was so impressed by the lady that he slipped and broke his elbow.

"Next in line would be the end of the world," the newspaper claims as more and more people were gathering to see the intriguing ad, triggering residents in the area to complain to the police because of the noise and chaos.

The billboard was set up by a local pub that had started offering "exotic" beers in an attempt to attract more customers. One of the foreign beers offered is Boliarka, which, thanks to the overflowing shapes on the poster has already attracted quite a number of connoisseurs.

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