Many drivers along the busy stretch outside Kriwinsky Family Dental Care at 14443 Cedar Road in South Euclid find themselves doing a double-take at the dentistry’s billboard, smiling at a roadside sign that has quietly become a local conversation starter.
What generates chuckles among the passersby are the slogans such as “In real life, I assure you there is no such thing as Algebra,” and “I’d love to stay here and talk to you, but I’m not going to,” on the billboard located at the northwest intersection of Cedar and South Green roads.
At the center of it all is Office Manager Sally Gregory, who, after approximately 46 years at the practice, has transformed the sign into a running showcase of political puns and lighthearted humor. What began as a small creative idea has turned into something people actively anticipate as they pass by.
“I believe in laughter,” Gregory said. “It’s the way I roll. If you can make someone smile, even for a second, it’s worth it.” A valuable mantra for a dental office.
“A lot of patients love the jokes on our sign,” said Ashley Kriwinsky, D.D.S. “Sally does an amazing job encapsulating the personality of our office. Down to earth and family friendly.”
That impact is noticeable beyond the dentistry’s office walls.
“I drive past here every morning, and I actually look forward to seeing what it says,” said Amanda Keller, of Beachwood. “Some of them take a second to click, but when they do, it’s hilarious. It just kind of brightens your commute.”
The messages often play off current events, particularly politics, but Gregory is intentional about keeping the tone fun rather than divisive.
“I don’t want it to feel heavy,” she said. “There’s enough of that already. I just try to keep it clever, something that makes people do a double take and maybe laugh on their way to work.”
That balance has helped the sign resonate with a wide audience.
“It’s refreshing,” said Marcus Hill, a Cleveland Heights resident who noticed the sign while driving through the area. “Everything in the news feels so intense, and then you see something like that, it reminds you not everything has to be so serious.”
The attention has brought a steady stream of reactions.
“We’ve had people stop in just to talk about the sign,” Gregory said. “Some ask, ‘Who comes up with these?’ Others will say, ‘I needed that today.’ That’s my favorite part.”
Not all feedback has been straightforward. Gregory noted that the city has occasionally raised questions, and some passersby have been confused by certain messages.
“Every now and then, someone doesn’t quite get the joke,” she said with a laugh. “And that’s okay. It still gets people thinking and talking.”
For Gregory, the goal has always been to create a sense of positive energy.
“I want people to feel something good when they see it,” she said. “Even if it’s just a quick smile at a stoplight.”
Inside the office, that same philosophy carries through.
“We try to keep things upbeat in here, too,” Gregory said. “Dentist visits can be stressful, so why not make it a little more fun?”
After decades at the practice, Gregory sees the sign as an extension of her work, caring for people in a different way.
“It’s just another way to connect,” she said. “And honestly, I have a lot of fun with it.”
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