The not-so-great outdoors
Dr Mumbo is a big fan of outdoor advertising.
So it was rather depressing to be told that the following ads were the best to run on Ooh! Media sites in the month of October.
This was the best metro ad.
A flashy car. How original.
This one was the best regional ad. Aha, an Optus ad with an animal in it.
These are examples of the most creative use of the outdoor medium in Australia – really?
Actually a flashy car AND a play on words with a video game… clever?
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I’m also a big fan of outdoor and have used it extensively throughout my career, I agree Dr Mumbo – this is really a pathetic attempt at creative for outdoor. I wish I had a dollar for every bad outdoor creative execution I have seen in the last few years, it really shocks me. Don’t they test the creative for visibility anymore or don’t they care??
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I don’t mind the Merc ad. There isn’t *that* much else they could do with it, and the wordplay is better than a lot of the Auto Ads out there.
Full credit for getting it up directly opposite the BMW offices in Rushcutters Bay though. Can’t pull into the carpark there without driving past it.
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I Think the Merc one is very effective through its simplicity eg
Grabs your attention with eye catching image of car
Clever play on words (with not many words a big tick for outdoor)
Deliver s message that it’s a new motor ( again not using many words)
Strategic media placement eg next to BMW sales rooms
We seem to get bogged down in being creative for creative sake it doesn’t” t have to be rocket science unless you drag in the Psychologists/Planners Advertising is used to sell products not win awards.
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In the rules of large format outdoor….. I will “use as few words as possible” …….
What a pile of S. H. 1. T.
There are so much better examples of good out of home creative….was October a bad month for sales ?
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