Rate This Ad allows a billboard designer to rate a random piece of billboard artwork using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer talks about what they may have done differently for outdoor advertising. This week’s rating is provided by Greg Callaham www.gregcallaham.com) who has over 30 years of experience in outdoor advertising design. Insider has used and endorses Callaham’s services.

Hardees

Rating: 3 (average)

• This Hardee’s ad contains twenty-two words, and several are too small to read. That does not even include the disclaimer.
• The pop of color in the upper left is good for catching the eye and the hero shot of the product is a good size. However, the inclined text takes up too much room and the directional is too thin and small.
• The logo is so small it seems to be an afterthought.
• This ad earns a 3 (average).

As always, I do not know the details of the art request or components of the campaign this ad may or may not have been part of. But looking at this challenge with the eye of an OOH graphic designer and through the lens of the target audience, I would have urged the advertiser to run the ad pictured below to promote the same message:

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