Company floats ads in 'clouds' shaped like corporate logos

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"It's been done before. Well, kind of," Twitchell said in an e-mail interview.

One expert said the idea sounds catchy, but wonders how Flogos will fare against a backdrop of controlled airspace, environmental sensitivity and concerns over legal liability in case something goes wrong, like a pilot being distracted by a swarm of floating tomahawks above an Atlanta Braves game.

"I think people will look at them. The question is what happens after people look at them," said Leonard M. Lodish, a marketing professor at the Wharton School of the University of Pennsylvania.

Lodish said Flogos would no doubt draw attention. But it's hard to say whether they will be a commercial success.

"The real question is what is the cost benefit versus other alternatives like banners or blimps," he said. "How many people will see it and what is the impact for those who see it-"

Only a few people have seen Flogos so far, including a crowd at the local ballpark one day when the company was testing. There was no way to ignore the test clouds as they floated lazily overhead, said Augie Hendershot, police chief in Lexington.

"Everybody thought it was neat," he said.

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