The shadow knows
Posted: Tuesday, November 13, 2007 3:00 AM by Rob Neill
Filed Under:
Technology
Despite (wise) comments to the contrary, we actually had training in advertising – one survey course in college to be exact.
Our fondest memory: The professor tried to convince us that grubby, crowded U.S. 101 through California’s Bay Area Peninsula was superior to the sprawling, open and scenic Interstate 280 (on the Pacific side) because the former had billboards (lots of ‘em) and the latter didn’t, thus was “boring.”
So if you think we don’t know anything about advertising, we submit we were obviously taught by fools. And we still hate billboards. With the exception of this South African one.
The billboard is wide enough to need four klieg lamps, yet only uses one to illuminate its spare message: “Use Electricity Wisely.” Possibly the most direct, and wise, comment on the subject since Mom told us to turn out the light if we’re leaving the room.
(Thanks to Will, for pointing it out, and this site for hosting the article – your URL made us chuckle.)
Before we praise the billboard’s smart design and worthwhile message, we feel compelled to observe that it may be a matter of necessity for Eskom, the utility company that created the billboard, to encourage conservation, since they can’t seem to keep the current lights on in the country.
Still, a worthwhile concept regardless where you see it.
Our one quibbling question: Does it look as smart during the daytime?
Off topic: This is our fave buzz term du jour.
