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Smoking billboard

Agency Network: 
Published/Aired: 
September 2010
Avera Outdoor Ad -  Smoking billboard

Description

For two days, drivers who passed a smoking billboard in Sioux Falls, honked and cranked their necks to get a better look at the board everyone was talking about. The billboard, promoting the website WhyImAlive.com, for Avera Health was meant to draw attention for the importance of having an emergency medical plan for your family. It showed a woman sitting on a gurney in front of a terrible car crash, with one of the cars actually smoking behind her, that at least for two days, the smoke billowed off the photo into the sky, thanks to a hidden smoke machine behind the board.

It worked, driving thousands of people to go online in the first week of the campaign. It also drew an unintended consequence. It got the attention of the fire department, who, after two days of smoke, decided to shut it down.

Outdoor advertisement created by BVK, United States for Avera, within the category: Health.

Advertising Agency: BVK, USA
Creative Director: Gary Mueller
Copywriter: Ross Lowinske
Art Director: Ryan Smith
Interactive: Charlie Marsh
Photography: Jeff Salzer
Producer: Allison Lockwood
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atb2005's picture

"It also drew an unintended consequence. It got the attention of the fire department, who, after two days of smoke, decided to shut it down"

That's the problem with this stunt..

atb2005
Activity Score 13557
Guest's picture

pffft. chill out...

having the fire department called was probably a good thing. i bet it got their client more free press and contributed to the traffic on the site. only uptight prudes would frown it. loosen up.

Guest
atb2005's picture

Yeah it was a good thing indeed. They took that thing down. That said it's not "frown it", it's "frown upon it". I am not only a prude but also a stickler for proper English grammar.

atb2005
Activity Score 13557
jackmancer2017's picture

Woman can't drive!

sorry ;p

jackmancer2017
AdsofChina's picture

Nice thinking.

AdsofChina
Activity Score 99
Marketing Manager at 23red |

Ads of China // 中国广告
http://adsofchina.wordpress.com

Guest's picture

"For two days, drivers who passed a smoking billboard in Sioux Falls, honked and cranked their necks to get a better look at the board everyone was talking about."

Thus, real accidents happened and the message got even stronger!!!

Guest
Guest's picture

Interesting.

Guest
s1bs's picture

i thought this was gonna be for coffee. i'm glad it wasn't.

s1bs
Activity Score 397
Art Director at Saatchi &Saatchi, Cape Town
Guest's picture

This is old creative, nothing new.

Guest
Billoughsby's picture

Maybe this is Old School to a fault, but the line "Why I am Alive", coupled with this somewhat eccentric image, pulls me in more than any technical tricks.

Billoughsby
Activity Score 5144
Art Director |

That's it.

silvi's picture

Smoke is not neccesary for the message

silvi
Activity Score 4172
Copywriter
Dzsoi's picture

Good point. They just had an image and made it more interesting with some real smoke. It's just a juggle.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
bobby666's picture

i like it. but the explanation or the after-effect as mentioned is too much to believe. anyways it is an eye-catching campaign.

bobby666
Activity Score 1460
RMG Connect, India
aRianna_.'s picture

...

aRianna_.
Activity Score 281
Media Buyer at CultureSpan Marketing
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