John Moser | The Morning Call

There’s a classic rock legend that Gene Simmons, bassist for the band KISS, had a cow’s tongue grafted onto his own to form his trademark appendage.

Now, a new billboard along Route 145/MacArthur Road in Whitehall Township takes a tongue-in-cheek – or, rather, out of cheek — twist on the legend to promote Allentown Fair’s Aug. 30-Sept. 5 run and the Sept. 1 concert by KISS.

On the huge sign, a cow representing Allentown Fair (perhaps its mascot Moodonna?) has its face painted to match Simmons’ onstage KISS makeup, and has a Simmons-like tongue protruding from its mouth.

And in this case, the tongue definitely has been grafted on: It’s a puffy, pink 3-D appendage.