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.

Roberto Coin

Rating: 2 (Below Average)

• The ad pictured here is a typical jewelry/perfume style ad supplied by the manufacturer. The formula includes an exotic location, an attractive/famous person as the model, the manufacturer logo large, and the local advertiser logo much smaller.
• The target audience is challenged to read white text against a light-colored background.
• Then there is the distraction of some sort of dark shape on the left and a lot of empty, wasted space to the right of the model.
• It’s as if they don’t want it to be easy to understand the selling message. This ad earns a 2 (below 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 encouraged the advertiser to run the ad pictured below to promote the same message in a similar style.

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