The ad below was developed to encourage drivers in New Zealand to drive safe in the rain. The billboard shows a child’s face with the headline: “Rain changes everything. Drive to the conditions.” However, there is more to this billboard than what meets the eye.
When it starts to rain, the ad changes. Take a look below and see for yourself, however I must warn you, the image is rather gruesome.
Rain Changes Everything
Client: Papakura District Council in New Zealand
Agency: Colenso BBDO
Billboard in the rain:
Sometimes in advertising clients buy really good ideas, but they’re just not executed the way you’d hope. It happens more often than not. And the ad above is an example of this.
The original billboard isn’t bad. It’s a soft-sell, that to me, says “think of your kids, drive cautiously in the rain”. The idea of the ad changing in the rain is also pretty cool. But the execution is nothing more than cheap shock value. It looks like an ad for some kind of slasher/horror movie.
Not to mention the irony of drivers being distracted in the rain by this child’s bloody face. The ad is more likely to cause accidents than prevent them.
In my opinion, the ad fails. Although, maybe this kind of thing works in New Zealand? What do you think?