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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.
FX
I was instrumental in helping launch the FX Network. In fact, I wrote the network's first tagline, "TV made fresh daily." Because the network was selling “fresh and innovative” programing, I had to write ads that were just as fresh and innovative. The following are two of my favorite ads from the campaign. Director: Mark Story. Art Director: Rob Hollenbeck. Spokesperson: Tom Sharpe.
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