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.

J. Crew Factory

Rating 1: Not Good

• This ad for J.Crew defeats itself with every element used within the rectangle.
• The two large visuals on either end of the board divide the viewer’s attention.
• The small lighter blue box at the top contains small white text that cannot be read.
• There is also white text across the bottom that is too small to read. Even part of the logo is too small to read.
• Essentially, the ad tells target audience there may or may not be a J.Crew Factory store near or far away from this billboard.
• This ad earns a 1 (not good).

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 or a similar message:

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