"lose" vs. "loose"

please choose the correct one!

On Tennessee Street in Tallahassee there is a mobile electronic sign with the messages, "Click it or Ticket" (a Florida law-enforcement program motto, referring to seat-belt use) and "Lock it or Loose it" (a confounding, meaningless message).

If we don't "lock it", do you propose that we instead leave it "loose"? No, that can't be it. If something isn't locked, say a bicycle for instance, then it is by nature loose. On the other hand, a car door shouldn't be loose if it is unlocked. If it is loose, take the car to a mechanic or adjust the door yourself.

This is the English language, folks. I wonder how many of the people who consistently misspell words are rabidly anti-immigrant in nature, raging against those who cannot speak decent English?