• Rate This Ad by Greg Callaham

    Rate This Board 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.  Insider has used and endorses Callaham’s services.

      Ad: IHOP Strawberries and Creme

    Rating: 5 (great)

    It’s not often we see a truly outstanding use of our medium, so look carefully at this photo and take notes. It’s as close to perfection in outdoor advertising as you’ll ever see.

    The blue background gives us the contrast we need for the logo to show up and for the photo to “pop” off the board. On certain days that background may even blend into the sky, giving the illusion of the pancakes “floating” above the traffic.

    The strawberry topping adds a splash of color to draw the eye. The extensions break the top plane of the ad to draw the eye. The food which draws the eye. Anybody get where I’m going with this? This billboard makes you look at it. You can’t help it. You might want pancakes, you might want breakfast, you might want lunch or dinner, but you want IHOP.

    The descriptor text is too small, but it doesn’t matter because it doesn’t even have to be there. I would have left it off completely and let that picture convey the 1000 words it is worth.

    A small word count, huge photo, and knowledgeable use of the medium earn a rock solid 5 (great).

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