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.
SEE THE PRETTY SPARKLER
This anti-fireworks spot, featuring the voice of Sally Kellerman, was part of an award-winning campaign for the Los Angeles Fire Department. It was the first TV spot I wrote as a junior copywriter for Abert, Newhoff, and Burr. Besides receiving national and international acclaim, the campaign, according to the LAFD, reduced firework related injuries 96% in the first year.
I approached David Carradine to see if he'd be interested in being the voice of a CPR awareness campaign. To my surprise he said yes. The result is this award-winning spot.