L.A. Kings buy Madison Square Garden billboard space featuring screaming Will Ferrell

In their management of the club brand over the past several years the Los Angeles Kings have carefully, albeit bombastically, cultivated a reputation for trolling the living hell out of opposing teams, cities, and fanbases. 

Their latest stunt involves purchasing billboard space at 34th Street and 7th Avenue in Manhattan, just outside of Madison Square Garden - the home arena of their Stanley Cup Final opponent the New York Rangers. The billboard features a "Go Kings Go" wrap, and a video of Kings fan and Saturday Night Live legend Will Ferrell wearing a Kings jersey, screaming, and telling New Yorkers to "lose their minds."

Erstwhile Kings blogger The Royal Half first brought the billboards to the attention of the internet, and John Hoven later confirmed that the billboards are "legit," i.e. the work of the Kings. Here's a collection of images and videos of the Kings using their mastery of trolling to impact the Manhattan cityscape:

[Courtesy: /r/NHL user drewshaps]

And some video of the billboard playing, courtesy The Royal Half, who we might once again mention was the first to highlight this fantastic example of advertising excellence:

Apparently it didn't take long for the Rangers to respond: