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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.
Mitsubishi's "Wake Up Call" campaign is a touchstone in retail radio. Created for Deutsch LA, it was one of the longest and most successful radio campaigns in automotive history. Over a six year period, I wrote and produced over 200 different radio spots, featuring, Todd Susman as the "Man from Mitsubishi."
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