I noticed Mullvad doing some serious poster advertising in NYC. It was kind of unique and also changed my perception of it. Other VPNs are climbing into sponsorships on YT, but Mullvad is evidently taking a more physical advertising approach. Posts by with pictures Subway (Reddit post) Busses (Mastadon post)
Saw a bus with a mullvad ad on the side here in Chicago. I wonder how much the choice to prioritize physical/traditional advertising comes from the fact that their main audience is also probably one using ad blockers online.