I enjoy my job. I enjoy creating ads. I even enjoy being a consumer of ads (the good ones). However, not all forms of advertising contribute to the upswing of our culture.
Driving around town these days we get to enjoy outdoor ads on “the big screen.” Yes, children, the FUTURE IS NOW. There are a handful of digital outdoor boards that currently dot the freeways of M’waukee. To be exact, there are 10 boards available in the Milwaukee area (six of which must be bought as a network), and advertising sales folks are gunning for expansion.
You can’t miss ‘em. These “Vegas-style” ads glow brightly enough for the good people of Michigan to read them. I don’t mind so much the tasteful designs or clever headlines, but they seem to be in the minority. Most of the time it’s too-large type fortified with gaudy, discount-store colors. Why, people? No need to be so loud with your message. It’s already 48 feet wide and ablaze with light.
Yelling at someone who doesn’t speak your language does not make it easier for them to understand you.
Plus, the messages on these digital manifestations of attention-deficit-disorder change every 60 seconds. I’ve heard ugly rumors that some ad pros are lobbying for a six-second rotation. I’m not sure how much pummeling my senses can take. Or how many fender-benders my 4-Runner can take.
With the advent of these super-sized plasmas comes more responsibility: more taste. Let’s not suck the art out of our lives with bad advertising. Let’s wield this new weapon sweetly. Otherwise, I vote we all pull over during drive-time and pop a DVD up on one of those muthas. Anyone up for a little 48-foot wide “Grindhouse”?
