About That Billboard Ad Aimed at the Richards Group

RichardsThere’s a billboard ad near downtown Dallas, not too terribly far from the Richards Group’s new building, that reads: “Hey Richards Group. This ad is real.” It bugs the hell out of me because it’s missing a comma. But that’s a discussion for another time. Punctuation aside, what’s going on here? The ad is a shot at the local ad agency from the Outdoor Advertising Association. From this report:

Acknowledging that upwards of half — depending upon whom you ask — or more online ads are consumed by bots rather than living, breathing human beings, the Outdoor Advertising Association has launched an campaign touting the fact that billboards, unlike current-day online ads, are seen by actual human beings.

The new campaign, called Feel the Real, carries the headline, “This Ad Is Real.” Launched to coincide with Advertising Week, the campaign aims to remind people the medium is alive and well and still working hard for advertisers.

Other headlines on posters and kiosks include “You are consuming this advertisement. You are real” and, with a jab at today’s online first mentality, “Media planners, do you have a reality problem?”

Several ads are placed close to ad agencies and are customized specifically for the individual agency.

I’m sure Stan Richards and everyone else at his company agree with me when I say, “Have a copy editor look at something before you put it in 4,000-point type!” [kicks up heels on ottoman in glass house, looks smug]

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Comments

  • It is INTENDED to cause distress in people who write copy. It is intended to cause dissonance which activates their amgydala, and causes them to remember the billboard AND to make them subtly uneasy about not using billboards by associating it with public shame and awkwardness.

    This is a well done brain hack.

    • jfpo

      WTF did I just read? Are you saying your BRAIN was hacked?

      • I’m saying the people with the billboards hacked the brains of the Richards Group.

        You, on the other hand, are immune for obvious reasons.

        • jfpo

          Immune to what? As per USUAL, you make no sense. No BRAINS were hacked. WRONG again.

        • Vanessa Schluter

          You are making quite the assumption! A billboard hacked people’s brains? Really? The Richards Group places ads on billboards all the time. A perfect example is with Chick-fil-A; their billboards are everywhere. So, it’s not awkward.

  • lakewoodhobo

    Doesn’t Richards Group have the Chick-fil-A account? They spend massive amounts of money on billboard advertising with their 3D cows. Wrong people to target, I think.

    • Sarah

      Exactly.