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.

Sefatia for Mayor

Rating: 2 (Below Average)

•  Twenty. That’s how many words are on this billboard, not including the disclaimer.
• The target audience never gets a chance to read the entire message with so many words.
• Two large pieces of information are about all that have a chance and one of those is hampered by the angled script font.
• This ad earns a 2 (below average).

As always, I do not know the particulars 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:

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