I'm generally against most outdoor advertising. Mainly because most of it sucks and ends up forming what I would call urban blight. From my perspective, much of it has little social value and is far worse than graffiti. But that's another conversation. But not all outdoor is bad. A well-done campaign can provide a valuable service of letting us know about the arrival of something we're interested in. The date of the a new release from Apple or one of my favorite directors or musicians is valuable information to me; the fact that Gatorade has money to burn on crappy creative is not. Again, a different conversation.
So, I'm on the fence about the new campaign for the upcoming mega-disaster flick 2012. On the one hand, I kinda like the design. It's simple and easy to read from my car, which is where a lot of creative fails. I get that the copy lines "The Mayans Warned Us" and "Find Out the Truth" are intended to evoke curiosity; I'm just not sure that they do. I sort of think there are a lot of people who don't know or care enough about the Mayans to take note.
I also like the fact that the space I saw is dedicated to this ad only. It's a lot more expensive, but I think it's also a lot more effective. I probably wouldn't even have noticed this if they only took two of the eight available slots.
The much bigger problem with the campaign so far is that the target site: www.thisistheend.com is a poorly-conceived blog site that seems to be half alternate reality, half promotional. It has real-life information about the Mayans and their predictions, climate change, etc., but then it also has links to the trailer and content from the film promotion at Comic Con. You can't do that.
At least that's what I think. What do you say?