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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.
HOW VANITY SELLS
This straight-talk approach for Mitsubishi touches on a sensitive truth about what drives consumers to buy a stylish car: vanity. Quite frankly, "touching on it" wasn't exactly what I was instructed to do by Deutsch/LA. The creative director of the campaign, Eric Hirshberg, told me to punch the accelerator and attack this concept head-on. These TV spots were the result.
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