Insider’s Note: Many of us have been following Adam’s use of a rubber duck in their marketing. Yesterday Adam’s provided this update of the campaign.
CHARLOTTE, N.C., Aug. 27, 2025 /PRNewswire/ — For months, drivers in all 18 Adams Outdoor Advertising markets across the country have been spotting something strange: billboards, posters, and digital displays covered in bright yellow rubber ducks. No logo. No slogan. No clue who put them there. The citywide takeover sparked online chatter, in-person conversations, and plenty of wild guesses about the ducks’ meaning.
Today, the mystery is solved. The ducks were part of a bold, company-wide “tease and reveal” campaign designed to showcase the unique power of outdoor advertising. Adams’ AdLab – our in-house, award-winning creative team – designed every facet of the campaign, which included storytelling, custom creative, unique billboard extensions, and the production of more than 1,500 real-life rubber ducks.
“Outdoor advertising works because it’s part of people’s everyday lives,” said Josh Scharfberg, Chief Revenue Officer. “When you pair strategic placement with a creative hook, you can create a viral campaign that everyone is talking about. The ducks proved just that. Our goal was simple: if we can create this kind of buzz for rubber ducks, imagine what we can do for your brand.”
Now entering its “reveal” phase, the 12-week campaign’s copy is being updated to further spread awareness. Customers and communities can expect real-life “duck drop-offs” and client shout-outs over the coming weeks, keeping the momentum – and the fun – going strong.
The Duck Campaign will continue through October 19, 2025, with fresh creative rolling out to complete the story. You can follow along at www.adamsoutdoor.com/whats-with-the-ducks
For media inquiries, images, or interviews, please contact:
Melissa Moberg, Director of Marketing
704-909-7250
Mmoberg@adamsoutdoor.com
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