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.

Polar Plunge

Rating: 2 (below average)

• The ad pictured here catches the eye with a cool polar bear. The headline tells the viewer there’s a polar plunge; the subhead tells them where.
• There’s a small slogan, then a web address that’s a challenge to read across ten lanes of traffic. That small slogan says participants will be freezing for a reason.
• What is the reason for the plunge, for the ad? It’s the smallest item with the least contrast. Look at the top. As visually appealing as it is, 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 urged the advertiser to run the ad pictured below to promote the same message:

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