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.

Truck Alignment Frame

Rating: 5 (great)

• I’m a sucker for a truck on a stick. It comes from growing up in Chattanooga, TN, where we had the Johnson’s Truck Stop billboard: a full-size tractor and trailer up on poles at the I-24/Hwy 27 interchange near Moccasin Bend for the first 25 years of my life. It was a landmark. I stared in amazement at that billboard every time we went past it. Yes, I loved advertising even as a child. So, it’s no surprise I love the outdoor ad pictured here.
• The bright yellow tractor above the main selling message does its job perfectly. It makes you look. You have no choice but to turn your head and focus your eyes to find out why there’s a truck up there where it could be hit by an airplane. It’s there to inform you that you should call Truck Alignment Frame if you need your truck repaired.
• The phone number is huge and easy to read. That’s all you need to know. Everything else on the ad is just not that important.
• Sure, I’d like to see the text in the yellow box go away. The “Repair Specialists” is a given considering the business name and the rest of it falls into the trap of over-explaining the services offered, i.e., text nobody reads because it’s a billboard and not a magazine ad. But the rest of this ad is so cool, I’m willing to forgive that and award it a 5 (great).

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