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.

WaWa

Rating (3 (average)

• The ad pictured here promotes a new cold treat tied to a professional sports team and offered at a regional convenience store chain.
• The smoothie is prominently featured, as is the team mascot.
• The name of the drink has its own logo which is the first thing the target audience sees. Unfortunately, the call to action and location for purchase seem to be afterthoughts as one is too thin, and the other is too small and isolated from the selling message.
• There’s also an overall lack of contrast issue that makes this ad just lay there. 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: