Billboard Ads

  • calipally

    Posts: 246

    Dec 20, 2007 11:49 PM GMT
    OK, I want everyone to chime in. I want your opinions regarding billboard ads.

    Let say you're driving down Sunset Blvd on a nice, low smog alert, day. The first billboard you see is a hot, chiseled, semi nude blond stud, tanned and hairless, perfect hair and bright as shit teeth. Let's say the ad is for a new energy water. Now, you keep driving and you come across the next billboard. This time, though, the model is slightly tanned, big and muscular, great abs but not necessarily ripped, hair on his chest, pits, legs, five o'clock shadow, mussed hair, a couple scars here and there, good looking but not an adonnis. You get the picture...A real athlete who couldn't give a shit if he's pretty. Let's say the ad's for an energy bar.

    Which billboard would you consider the hottest, most memorable, the most realistic, and the most likely to inspire you to buy that product?

    This survey will help me in creating an ad for a product I'm developing. I have an idea of what I want, but I would like some feedback.

    Thanks-

    Paul
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    Dec 21, 2007 12:11 AM GMT
    If I had to choose one, it'd be the "perfect" guy. But I think i'd prefer the perfect guy to have the "not give a shit" attitude, some mussed up hair, five o clock shadow, with some holes in convenient places in his jeans icon_razz.gif
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    Dec 21, 2007 2:30 AM GMT
    i'd go with the second (power bar) guy just because he seems to be someone that most ppl can relate to as opposed to the first guy who seems to be too pretty to be true...of course the ruggedness of the 2nd guy gives off an impression of masculinity that my be lacking in the first one.
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    Dec 21, 2007 2:42 AM GMT

    the other question is.. what kinda product is it? what market are you targeting?have you bought space on sunset blvd already?

    if you already have that space set up. i think you need to think about what other ads are gonna be up there too. you seriously need to differentiate your ad. if others have the same style/look, then the consumer will get confused and mix up the messages being sent and likely buy ANY of the products it has seen not knowing if it was the one they wanted originally.

    but. when it comes down to it, the second guy. don't go for the whole "BOD body spray" ads. unless you're targeting frat kids/high school kids.
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    Dec 21, 2007 5:28 AM GMT
    Anything to do with billboards just annoys me. I might be favorably inclined toward the product if I saw the ad in a magazine or something.
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    Dec 21, 2007 5:53 AM GMT
    that's what you think, but subconsciously, that brand/name/product has been recorded into your memory. the next time you see that brand/name/product, you probably won't remember where you saw it, but you will get a sense of familiarity and you are more likely to purchase it over another brand. especially if the product placement is done right at the store.
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    Dec 21, 2007 6:49 AM GMT
    I'm more in line with Tx -

    More recent studies show that sex does NOT sell - it attracts attention, but it does not necessarily associate the sexy model with the product. You're far more inclined to describe the ads to others in terms of "did you see the billboard on Sunset with the hot guy on it?" and not say something like "Did you see the billboard for X featuring a sexy model?".

    If you want to get my eye, you'll put up something more like a lifestyle shot of a decent looking guy with good information about what makes the product better than the competition - like: more protein and less fats, or better tasting, or won't melt in your gym bag....

    J.
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    Dec 21, 2007 6:53 AM GMT
    nautica's new menswear campaign has a great "natural" looking model in it. he's sporting a full chest of hair, looks weather beaten and not overtly ripped which really appeals to me because it's lifestyle oriented (as opposed to brand/product) and its just broad enough to appeal to most people.

    what's the product you're developing? it would help if we knew what you're aiming for.

    gotta love participating in market research ;)
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    Dec 21, 2007 7:20 AM GMT
    Sunset Blvd. billboards are an art all their own.

    My thought is that things move in the direction of the second type. You want a man who isn't afraid of masculine attributes like hair but who should be at least well groomed.

    One is the image of vitality and the other is the image of vanity.

    Even the vain want to feel vital but it is surely not true that the vital want to feel vain.

    Therefore, I think your product association energy = vitality favor a natural and athletic man who is, however, well groomed.

    Cheers,
    Terry
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    Dec 21, 2007 9:52 AM GMT
    the 2nd guy would definitely appeal to me more than the plucked chicken but although i'd enjoy perving over the image i still wouldn't buy the product.

    there is a cute guy on a billboard i see everyday going to work. he looks right at me and only me in a cum fuck me kinda way but i haven't got a clue what he's advertising.
  • RSportsguy

    Posts: 1925

    Dec 21, 2007 9:58 AM GMT
    I think I would like both, but if I had to choose it would be guy number 2. Good luck with your ad PDX!
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    Dec 21, 2007 10:10 AM GMT
    dakukthere is a cute guy on a billboard i see everyday going to work. he looks right at me and only me in a cum fuck me kinda way but i haven't got a clue what he's advertising.


    I think you're mistaken - he's looking at me !! lol

    The only billboard I can remember is the one across the road from my gym and that's because I look at at for practically 4 hours a week (no hot guys though.. usually cars ... this week a Disney film!).

    Several people have already mentioned this - yes, would be helpful to know what you are planning to advertise & who you are trying to target. (is it really an energy bar?)

    As for my opinion - I like men who I would define as masculine & your first description doesn't match up for me in that regard so I'd prefer the 2nd model over the 1st any day. However, I'd have to agree with those who have said that they tend not to remember the what of such anad & more of the who. I also think a billboard should only play a small part of a concentrated campaign to raise awareness of your product. If you haven't got the funds for that sort of campaign then you'd be best trying to directly advertise to your target market (ie. if it's an energy bar then mens health magasines)

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    Dec 21, 2007 10:15 AM GMT
    that's it duty, i don't want anything more to do with him!
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    Dec 21, 2007 10:17 AM GMT
    phew dak ... I could do without the competition.

    ::insert sticking tongue out smilie here::
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    Dec 21, 2007 10:46 AM GMT
    and he told me he loved meicon_cry.gif
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    Dec 21, 2007 11:19 AM GMT
    don't despair dak .. there's another one just around the corner !
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    Dec 21, 2007 12:03 PM GMT
    pdx,

    Your question got me reminiscing about how appealing Mark Wahlberg was on the Calvin Klein billboard in Times Square years ago.
    I think you need some elements from both your "guys" for a truly memorable ad. He was hot in yet a somewhat friendly approachable way, and it really put Calvin Klein underwear on the style map.
    wahlberg.jpg
  • fitnfunmich

    Posts: 181

    Dec 21, 2007 1:18 PM GMT
    Creativity and memorability are they keys to successful ads. You not only have to grab the consumer's attention, but also make it stick and be associated with your product. It's not just about having a hot guy on the billboard (YAWN--it's been way overdone, as evidenced by the recent critique of the Armani/David Beckham ad).

    Some of the comments already posted are very good (21bi, tx, joey...) and pretty much say the same.

    Here are two examples: In the first scenario, instead of the ripped, smooth guy holding a bottled water, how bout instead if he were pouring it over his head and body sorta like a shower--that way you would associate the water with the guy.

    In the second one, instead of the rugged masc guy holding an energy bar, how about you show him at the gym changing, and behind him his locker is open and it's crammed with Energy Bar X. OR have him rock climbing, half naked , roped to a cliff, and show Energy Bar X spilling out of his backpack.

    I bet I'd be sure to remember both of those for sure.
  • DiverScience

    Posts: 1426

    Dec 21, 2007 2:10 PM GMT
    I'm the outlier. Almost to a one, ads are more likely to drive me away from a product than they are to make me buy it. The rare cases are the "feelgood" ads usually targeted at the older demographic (say the old cotton ads)
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    Dec 21, 2007 2:53 PM GMT
    This is a bit off-track, but here's a glamour shot that caught my eye (it can't seriously be an ad, unless I missed some kind of queer special amazon...all I got was the book):

    ddmb8ji.jpg

    Maybe if I re-read it I'll get a body like that...
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    Dec 21, 2007 3:37 PM GMT
    I think you need a combination of both

    You need to merge the 2 people together. The adonis is going to get the attention, but I think you need to make him realistic to make the product memorable and marketable.

    I know from my own experience that when I can relate to something it makes me more inclined to buy a product. A sexy smile helps too!
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    Dec 21, 2007 6:39 PM GMT
    humour is generally the best type of ad. cuz people are able to talk about it to friends even if not interested in the product. it's one thing o redescribe a billboard with "wicked abs and pecs teeth" and another to have to recount the entire thing to get someone to laugh. so finding a covert way to use sex and cover it up in a joke gets the interest and then gets the brain to remember it for more than just a lil tug session when the viewer gets home.

    example on sex and not sexuality os how VW used the "fuck like bunnies" idea when they reintroduced the Rabbit car. the line fuck like bunnies innapropriate on TV or any ad. but everyone knows the saying, and associated it themselves.

  • Dec 21, 2007 6:50 PM GMT
    I am not attracted to "pretty boys" I don't like blonde, tan, hairless guys. I like men who look like men, unshaven bodies, naturally good looking. I like guys who look good when they first wake up to when they go to bed. I don't like guys who wear makeup, shave bodies, wear big sunglasses, with straigtened hair, highlights, and look unapproachable. I think you want your "ad guy" to look approachable.
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    Dec 21, 2007 7:07 PM GMT
    Real guys (not pretty boys) get my attention. I hate billboard advertising, however, and tend to boycott companies that use it -- that is, if I remember the advertisement.
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    Dec 22, 2007 10:43 AM GMT
    'don't despair dak .. there's another one just around the corner'


    icon_lol.gif