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 30 years of experience in outdoor advertising design.  Billboard Insider uses and endorses Callaham’s services.

•  Awareness ads can be some of the most fun to work on. There’s less likely to be pressure to jam too much into the rectangle because there’s no price point, no limited time offer, and such. Instead the designer has a chance to showcase the business itself and sometimes the owner’s personality.
• This ad uses bright orange and yellow to draw the eye.
• A large easy-to-read logo to instantly makes it clear who the advertiser is. Then the viewer sees two men, presumably father and son, in a casual pose. They appear to be genuinely happy and that makes the target audience feel good about working with them.
• There’s a short tag line in high contrast white against a dark blue background and a small manufacturer’s logo to get some co-op money.
• The tag line seems to rely heavily on the business being locally well-known already since there is no contact info. Even so, it remains an excellent, attention-getting, quick read, memorable outdoor ad. It earns a 5 (great).

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