I see this a lot with billboards. Billboards look great and can be an effective advertising too (especially for building brand awareness)….sometimes.
But sometimes the creative person doesn’t think too hard
The deal with highway/street billboards is this: Your target audience is driving past at 60-100 km per hour. They only have time to take in an image and read about 6 words.
You can only have 1 message. Not 2 – less recall of the ad. Not 3 messages – even less recall than 2.
Keep your billboard message as simple as possible. And understand that billboard messages are effective at branding and not too much else.
What can happen
What can happen is this – too much input from too many people. After a while there are 20 words and 4 different messages for the reader……..who can’t read them because he’s sitting on 100 km an hour.
Always keep you message simple. 1 benefit only. That’s all the reader is interested in.