They don’t call him Big Willie for nothing. On the eve of Hancock‘s London premiere, attended by stars Will Smith, Charlize Theron, Jason Bateman, Peter Berg and Eva Longoria, photogs caught the, um, erection of the display billboard.

Subliminal it ain’t. Maybe this is the production company’s way of telling the world their star is indeed the true King of Summer. Will’s testosterone-driven Men in Black, Independence Day and Bad Boys all premiered over Fourth of July weekends—and all trounced the competition.

But come on, man. There’s no reason to force the issue. Ever heard of walk softly but carry a big stick?