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.

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.

TennPop

Rating: 3 (average)

• This ad is one of a series of billboards introducing a new brand of canned vodka-based seltzer. The ads have been wildly disjointed with no concrete message or call to action, relying heavily on imagery of the cans and logo elements.
• Even though this ad is the best one yet with vibrant color and invoking a presumption of four flavors, it leaves the target audience hanging a bit, like a tease with no reveal.
• If it’s an awareness ad, it’s not satisfying, and that’s not what you want when you’re selling something to drink.
• 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 using messaging from their web site:

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