There's a simple rule to effective outdoor advertising: less is more. Try to stick to one benefit or promise. Unless you're speaking to a target audience that is stuck in traffic, assume they have only a few seconds to read your message. Simply put, If you try to say everything, you'll communicate nothing.
ABC - “INTO THE NIGHT”
This :15 ad campaign for ABC's “Into the Night” created more attention than the show itself, garnering a "World's Best Advertising Award” from the Hollywood Radio and Television Awards. It also featured an interesting first on the ABC Network: a sideways logo at the end of one of the spots. Honestly, I didn't find the ending much of a remarkable twist, however it was unprecedented for the network’s legal department, who recommended the spot not air. In the end, cooler heads prevailed and the spot ran as is.