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.

Regions Bank

Rating: 3 (average)

• This ad for a bank uses the corporate bright green to draw the eye.
• It features two tag lines, which is odd and clunky, but not uncommon.
• The stronger thought is presented as the smaller of the two, but too small to read easily.
• The business name is positioned in a great spot, but too small for the read across multiple lanes of interstate.
• Overall, it feels like something that complies with corporate branding standards, but those standards restrict its effectiveness on a billboard. 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 encouraged the advertiser to run the ad pictured below to promote the same message in a similar style.

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