The perfect billboard

Agency Network: 
February 2008

Outdoor advertisment created by Saatchi & Saatchi, New Zealand for TV2, within the category: Media.

The Perfect Billboard. Eggshell white with romalian type. Nice. Raised lettering, a subtle 7 inch bone border, and just look at the tasteful thickness of the headline. All perched on four evenly spaced 3.2 metre powder coated stanchions. My god, it even has a watermark.

Advertising Agency: Saatchi & Saatchi Auckland, New Zealand
Creative Director: Mike O'Sullivan
Art Director: Anthony Hatton
Copywriter: Robbie Brammall

Comments (22)

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Highest Rated

soojay's picture
Activity Score 35

Love it. Absolutely love it. Nice humor, great writing based on the original script, and the most memorable scene in the movie.
Damn it, I want it in my book.

soojay's picture
Activity Score 35

Love it. Absolutely love it. Nice humor, great writing based on the original script, and the most memorable scene in the movie.
Damn it, I want it in my book.

reject_subject's picture
Activity Score 209

OK, but who has time to read all the copy? people usualy just pass by, take a look, don't have the time to read. they want instant messages.

Guest's picture

Ten points for not getting it.

bknowlden's picture
Activity Score 3647

Kind of cool, but advertising for advertising sake.

TrainRunner's picture
Activity Score 225

i think this will only make sense to people in advertising/design. "Type, 7 inch border, headline thickness, powder coated stanchions, watermark." A very large percentage of the population would never understand this. Effective? I think not.

Guest's picture

People who have seen the movie, therefore the target audience for the show, will understand and appreciate the billboard. It conveys the absolute perfect tone that the movie and assumingly the show are shooting for.

Speedbag's picture
Activity Score 4

I have to agree that the copy is quite long for a billboard BUT! If you've ever read the book or seen the movie, that copy is right out of a great scene where they describe a business card

dbrown6986's picture
Activity Score 56

I think it will make sense to anyone who has seen the original. I don't know what half of those b.s. facial products are that he was rambling about, but it's his psychotic attention to detail and his insane devotion to routine that allows everyone to realize how crazy he was. Not whether or not you know what an herb-mint facial mask is or what Romalian Type is.

Still don't know who will be able to read it all though. 7 seconds...

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

I remember that "business card" scene in the film, too. But unless you have that prior knowledge, this board falls completely flat. Not a sound strategy. Very "inside" and doesn't have a lot of broad appeal.
And this doesn't look like a pedestrian-heavy location, either. Which begs the question, was this board effective at all?

ivan's picture

Here is the scene referenced:

Fabian Kirner's picture
Fabian Kirner
Activity Score 270

So... do I have to know the movie to understand the billboard which is meant to make me look the movie?

ivan's picture

Good point, technically yes. But in real life this poster would just become a subject of the conversation that would leave you to be interested.

Whitefang's picture
Activity Score 509

This is nice if you've seen the movie, meaningless if you haven't. It wouldn't make you want to see it if you hadn't already. Award juries will probably like it though.

AKipfer's picture

I disagree, it makes me want to see the movie, and I haven't yet.

kon's picture
Activity Score 118


Chris's picture
Activity Score 1935


the Pun-isher's picture
the Pun-isher
Activity Score 228


spacecadetglow's picture
Activity Score 247

anyone who has seen or read american psycho will instantly get this reference, and probably want to tune in to watch the movie again on TV.

love it.

lpliza's picture
Activity Score 25

I hadn't seen American Psycho but the billboard did appeal to me, so I guess it isn't entirely neccesary to see the film, though now I know the background of it I totally want to see it.
Guess it was effective.

But the copy is way too long.

shithead's picture
Activity Score 5

LOVE IT - you have to read the effing book retards

Moe Hong's picture
Moe Hong

Fake smallcaps. Mrs Eaves, not "Romalian," which is a fictitious type that Ellis made up for the book. Missing a space between the hour and the "pm." "7 inch" should be hyphenated, as should "3.2 metre."

Also, the wordspacing is too tight, and the linespacing down at the bottom is definitely way too tight & inconsistent with the rest.

Almost, but not quite, the perfect billboard.

Guest's picture