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With a pilot directed by Martin Scorsese (and the promise of his involvement in future episodes), a monstrous cast with Steve Buscemi as the lead and Sopranos‘ writer/producer Terence Winter at the helm—HBO’s Boardwalk Empire can’t lose—or can it? Well, just to be sure, HBO is teaming up with some interesting media/product partnerships including Bloomingdale’s, Caesars Atlantic City and Canadian Club whiskey. And some of this $10M campaign was spent along my daily commute at the southeast corner of LaSalle & Eerie.

Here are some iPhone shots of a CTA bus shelter transformed to promote the new series:

The “whiskey” in the this bottle appears to drain out with every day as the show counts down to its premiere on September 19th.