The perfect billboard

Agency Network: 
February 2008
TV2:  The perfect billboard
TV2 Outdoor Ad -  The perfect billboard


Outdoor advertisement 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
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Highest Rated

soojay's picture

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.

Activity Score 35
soojay's picture

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.

Activity Score 35
reject_subject's picture

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.

Activity Score 209
Copywriter at Idea Plus Skopje
Guest's picture

Ten points for not getting it.

bknowlden's picture

Kind of cool, but advertising for advertising sake.

Activity Score 3635
Art Director |


TrainRunner's picture

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.

Activity Score 223
Art Director
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

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

Activity Score 4
Chester + Company
dbrown6986's picture

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...

Activity Score 56
Art Director
Jet Propulsion Lab's picture

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?

Jet Propulsion Lab
Activity Score 10669
ivan's picture

Here is the scene referenced:

Creative Director at Ads of the World
Fabian Kirner's picture

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

Fabian Kirner
Activity Score 270
Creative Director
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.

Creative Director at Ads of the World
Whitefang's picture

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.

Activity Score 507
AKipfer's picture

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

kon's picture


Activity Score 118
Art Director
Chris's picture


Activity Score 1925
Art Director
the Pun-isher's picture


the Pun-isher
Activity Score 228
all brand no flakes
spacecadetglow's picture

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.

Activity Score 245
Graphic Designer
lpliza's picture

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.

Activity Score 25
Willem de Kooning Academy
shithead's picture

LOVE IT - you have to read the effing book retards

Activity Score 5
Miami Ad School
Moe Hong's picture

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.

Moe Hong
Guest's picture


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