A billboard, which depicts a dark-haired woman lying on her back next to a pile-driver states “Screwpiles, We Drill them to Hell and Back,” has caused outrage in Indian country.

‘Drill Them to Hell and Back’ Billboard Spurs Outrage in Indian Country

Vincent Schilling

A family-owned Canadian company BeDEVIL Enterprises Limited, is under fire on social media and online after posting what many consider to be an offensive billboard in Killiam, Alberta, Canada. The billboard, which depicts a dark-haired woman with a devil-tail lying on her back next to a pile-driver states “Screwpiles, We Drill them to Hell and Back.”

Comments from First Nations and Native accounts on Twitter express “outrage” and “trigger warning” largely due to the connection to the billboard’s placement in an area known for the high rates of missing and murdered indigenous women in Canada.

BeDEVIL Enterprises Limited owner Dan McRae told ICTMN he has been bombarded by the press and says he is being misrepresented.

“I am so sick of talking to the f*cking newspapers! They’ve been hanging me every time I turn left or right. It seems like no matter what I say, I’m getting f*cked in the ass.”

McRae says the image in his billboard is getting misrepresented. “It is getting spun backwards [regarding] my billboard. They are taking my picture and turning it into whatever they want to see. They say the Screwpile is puncturing her vagina, but as you can see it is not. It is just a devil-woman.

“We are just telling people how good a screwpile works and that we will take it to hell and back to get the job done,” says McRae.

McRae told the Edmonton Sun News the billboard has nothing to do with the missing and murdered indigenous women (MMIW) in Canada.

“It has absolutely nothing to do with violence against women, misogynistic stuff. It has nothing to do with that. I have as much respect for women as they have for me. We don’t abuse women. I have had women working for me and I have had nothing but good luck with that.” 

McRae says he has no intention of removing the billboard.

Comments on social media regarding the billboard range from upset to outrage.

Lyndsay Kirkham (@Lyndsay_Kirkham) posted on Twitter that she is both devastated and disgusted. Heather Morgan (@HeatherMoAndCo) replied “I can’t believe any ad agency would still produce a billboard like that. Is this 1972?”


 Follow ICTMN’s @VinceSchilling on Twitter.


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Michael Madrid's picture
Michael Madrid
Submitted by Michael Madrid on
As much as things like this dismay me being an insensitive jerk isn’t against the law in either the U.S. or Canada. My only question to the company owner is WHY a "devil girl" has to have black hair instead of blonde hair?

Juliet's picture
Submitted by Juliet on
Taking him at his word (if only for the sake of argument): yeah, it sometimes happens that what looks good in the planning session — where everybody knows what’s going on — doesn’t look good to the rest of us. He might have been amenable to taking it down if he’d been quietly informed of people’s concerns. Jumping all over him just made him stubborn. This is why advertisers have to be careful. And, in this case, avoid the sexual metaphors.