7 ingenious examples of billboard advertising

7 ingenious examples of billboard advertising.

Posted by James, 30 April 2021 (3-4 minute read)

I’ve always been a bit of a sucker when it comes to ingenious examples of billboard advertising. Whether I’ve been driving or walking along, a good billboard ad always tends to catch my eye.

Billboard advertising is clearly designed to have an instant impact – after all, you may only glance at it for a second or two. This means you’ve got to remember it. Or at the very least be drawn into thinking about it.

But those few seconds looking at a billboard can be pretty powerful for businesses. For example, a study in 2009 showed that 56% of us who see a funny or memorable billboard ad will tell their friends about it. Another thing to remember is that we’re naturally more alert when we’re outside (especially when driving). This means we’re more likely to be paying attention – and therefore much more likely to notice our surroundings.

Basically, billboards are big business – so copywriters and designers over the years have been able to get really creative with them. And with that in mind, here are my 7 ingenious examples of billboard advertising.

1. “Bite” – Formula Toothcare (Ogilvy & Mather Jakarta)

“Bite” is a great way of incorporating the billboard format directly into a brand’s message. So in this very clever example, the ‘builds strong teeth’ tagline is quite literally being enforced by the very structure of the ad. It gets the message across quickly. And more importantly, memorably!

2. “Fresh Salads” – McDonald’s (Leo Burnett Chicago)

This one takes typography into a whole new dimension. Over the course of three weeks, the words ‘Fresh Salads’ were actually grown from a soil-based billboard; the sixteen types of lettuce being used at McDonald’s becoming the perfect embodiment of both ‘freshness’ and ‘growth’. A billboard that certainly got tongues wagging and had an instant impact!

3. “Realty Boxes” – Edina Realty (MNFX)

Ingenious examples of billboard advertising often come about when copywriters and designers effortlessly combine. With “Realty Boxes”, the tagline (‘The edge you need’) is linked directly to the clever dimensional illusion of the boxes themselves. A really neat way to get people talking about your billboard – and definitely one they’ll tell others about!

4. “Oreo Eclipse” – Oreo

Moving away from traditional billboard advertising, this superb digital example from Oreo shows how you can use current events to effectively promote your products or services. Notice too how the digital format allows the billboard to quite literally light up in the dark – an aspect that links beautifully to the ad’s overall ‘eclipse’ theme.

5. “Assembly Fail – Shelf” – Ikea (Thjnk Germany)

Ingenious examples of billboard advertising should never be afraid to play mind games with their intended audience! Take this Ikea ad by Thjnk Germany. Even though the format is deliberately jumbled, it immediately captivates the audience and perfectly reflects the copy. And don’t forget: a risky billboard ad is far more likely to generate interest – ‘Assembly Fail – Shelf’ definitely does that!

6. “Our ingredients are better” – Chipotle Mexican Grill

Audiences know that they’re looking at a billboard. So being self-referential really can work to your advantage – as is the case with this clever example from Chipotle Mexican Grill. The use of contrast means that you can scan the copy if there’s time – but your eyes are naturally (and very quickly) drawn to the ad’s key message: ‘Our ingredients are better’.

7. “Tailgating isn’t worth it” – Colorado State Patrol (Amélie Company)

Let’s not forget that billboards aren’t just for ads. Because of their prominence on motorways and roads across the world, they often become a superb space for effective public information. And that’s exactly what ‘Tailgating isn’t worth it’ is all about. The format of the billboard again perfectly articulates the message on it. It also creates an instant impact – you work out pretty fast that you don’t want to end up in a car like the one on the billboard!

So there’s your 7 ingenious examples of billboard advertising. I’m sure you know of others. And if you’ve got a particular favourite, why not comment below or get in touch via Twitter (@JWCopywriting) or on my Facebook page.

If you need advertising copy that gets your business noticed, take a look at how my service works and let’s start working together today. Contact me here – I aim to reply to all enquiries within 24 hours.

In a couple of weeks, I’ll be looking at the more unusual places you can find clever copywriting.

Speak soon,