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.

The Playlist

Rating: 3 (average)

• The ad shown here is for a restaurant with singing servers. It’s a concept that appeals to older locals who remember a similar restaurant from the city’s past and it should be a big draw for tourists looking for a great night out with the family.
• The photo is eye-catching and inviting, while capturing the cheerful atmosphere.
• Unfortunately, the text describing the main attraction seems to be an afterthought stuck into the upper right corner to fill space.
• The directional is too vague for locals in the target audience, so imagine how lost it makes tourists feel. The right elements are mostly there, but they don’t quite drill the message home in hat precious seven-second read.
• 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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