A sign of normalcy in a post COVID-19 world is that new billboard ads are returning to the London Underground, aka the Tube. During the pandemic, all billboard advertising was halted, resulting in the city of London taking over many of the Tube billboards to spread messages of hope and safety awareness.

So, now that advertising and marketing is starting again, how are companies doing? Well, on a recent Tube ride….I noticed one hit and quite a few misses. Curious to see the good, the bad and the ugly? Also wondering why this matters? I’ll address that at the end of the post after the reviews. If that sounds good, let’s dive in!

Billboard Ad #1: Visa – A Network Working For Everyone

The above billboard ad made me stop in my tracks…literally. The ad features two very trendy looking women but what really caught my eye was the bizarre expression of the older gentlemen in the bottom right hand corner. In my opinion, it looks like he’s giving them a skeptical looking “side eye.” I’d like to think the designer who composed this billboard ad could have selected another person to feature with a more positive facial expression in alignment with the other two women featured. I would also question the need to feature two very different groups of people. Trying to feature two trendy, bohemian women with a very straight laced guy also feels like a cliche. I also would challenge that there’s a better way to visualize this message in a less forced way.

Billboard Ad #2: Emma – Welcome Back To Dating

This one is clever – but only if you look carefully. At first glance, it looks like a typical billboard ad. Upon further review, the ad hints that the Emma mattress doesn’t just have your back, it has your date’s back too. Cheeky!

I like this one because even if you’re not using dating apps, it uses humor in a clever way that would make many people laugh. The bonus? It also offers a generous 42 percent discount.

Billboard Ad #3: Capital FM & The Case Of Ed Sherran’s Misshapen Head

I’ve thrown this one in for a laugh. Capital FM may like it loud, but would Ed Sheeran like a billboard on the Tube with his head looking like someone has taken a big bite out of it? I’m guessing not.

This one is a good reminder for brands to go check on their ads because the poor quality undermines the otherwise decent message. The only suggestion I would have is to better explain the streaming options, as I question how many people listen to the radio on the Tube.

Billboard Ad #4: The Channel 4 Ad That Makes No Sense

File this one under, I’m probably not the target audience. Why? Because this ad makes zero sense to me! As one of my friend’s joked, we are likely too old for this one. However, let’s challenge that notion. Sure, Channel 4 is a younger network – but I still watch Made In Chelsea as a 30-something. The purpose of advertising on the Tube is to get mass awareness. If your ad is too confusing or niche, I would argue the Tube is not the right place for that ad. Perhaps you would get more bang for your buck with targeted social media ads or influencer ads?

So, Why Am I Reviewing Tube Ads?

Well, besides commuting boredom, we can all learn a lot by reviewing the marketing messages, creative, etc. that we come across in our daily lives. Taking note of what ads, messages, creative, experiences, etc. appeal to us or downright confuse us is a great way to learn and be inspired.

Also, as billboard ads are anchored by visuals, it’s a great reminder that the visuals you use tell a story and can make or break your intended message. With the Visa and Ed Sheeran billboard, the visual reduces the credibility of the message. With the Emma billboard, the visual is lackluster but the headline and humorous copy make it work. With Channel 4, the billboard may make absolute sense but clearly I am not cool enough to know :)!

For more tips on how to incorporate visuals into your marketing and storytelling, check out this post: https://jessicagioglio.com/visual-storytelling-strategy/

To learn more about brand storytelling and visual storytelling, check out my books: https://jessicagioglio.com/books/